Abstract：Advertising is an essential activity in modern commercial society, and to some extent, it will decide whether a product can be put into market successfully or not. This dissertation will analyze rhetorical devices in English advertising from the perspective of relevance theory. Based on the reviews of the previous studies, this dissertation makes an analysis of the definition, classification and features of advertising, and then analyzes several rhetoric devices applied in advertising. Finally, it makes an analysis on the application of the rhetoric devices in advertising under the relevance theory through data analysis. It is hoped that this study can help advertisers get a better understanding of advertising and the effect of rhetorical devices in English advertising from the perspective of relevance theory to reach their communicative goal.
Key Words: English advertising; relevance theory; rhetoric devices
中文摘要：广告是一项对现代社会有着重要影响的商业活动，而且在一定程度上广告决定了一个产品能否成功打入市场。本文将从关联理论角度看英语广告语的修辞分析。通过对前人研究的综述，本文从广告的定义，分类和语言特征上作了分析，再对广告中所常用的修辞方式进行分析，最后通过语料的分析并从关联理论的角度研究修辞在广告中的应用。希望本文的研究能让广告人更加了解广告，以及理解如何从关联理论角度看英语广告中修辞应用的效果，从而达到沟通和交流的目的。
关键词：英语广告；关联理论；修辞方式
