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2. Literature Review
In the advertisement, analogy is the most common rhetorical device, known as the “organic combination of languages’ aesthetic features and functionality.”(Zheng jinxia, 2007:171) It not only enables consumers to receive information effectively, but also enjoy the feeling of beauty. Analogy can be pided into simile, metaphor, metonymy, whose ultimate goal is to make abstract things concrete, familiarize strange events and simplify complex concepts. On this basis, it will help consumers better understand the goods and stimulate their desire to buy them. In advertisements, analogy can achieve obvious commercial and social effects, for things will be expressed more clearly. They are vivid, fun, meaningful, serious and elegant. They are not only good at being impressive, but also stimulating people's emotion, evoking associations, providing people the enjoyment of beauty. As same as Chinese , English is highly developed and rich of color. Some vivid metaphor often implicate elegance, enhance the expressive power of language and appeal to stimulate readers’ imagination.
Since the word “Advertising” appears, its definition has been of variety. Each period owns its representative definition. Before 1890, the West society’s most accepted definition of advertising is: advertising is news about the goods or services. Advertising in this period was recognized being informative and means of communication just like news reports. Lasker, known as the father of modern American advertising, said that advertisements were means of sale in printed form (salesmanship in print). Full of keen business insight, Lasker used the word “salesmanship” to reveal the most core meaning of advertising that advertising is a means for the sale of services. In 1924, Japanese scholar Zhongshan Jing pointed out: The purpose of advertising is to persuade people to boost confidence of a particular thing, so that they are in favor of or strongly implement to achieve the aim , which is related to the appropriate advertising number, approach, methods and timing . In fact, the definition by Zhongshan emphasized that“advertising to whom ”, “ what does advertising say ”and“ how to advertise ”and so on. In 1926, in the process of studying Chinese newspapers’history, China’s famous newspaper science historian Mr. Gongzhen proposed his view of advertising: “advertising is the approach of business development, and also the record of cultural progress. ”In 1932, an American magazine specialized in advertising, “Advertising Age” open to the community for the definition of advertising. The largest number of votes of elected definition is : “advertising is paid by advertisers, through printing, writing, oral communication or picture, public information concerned inpiduals, goods, services or sports to reach and influence the sale, use, or the aim of promotion. ” In 1948, The committee on Definitions of the American Marketing Association defined advertising as well. In the year 1963, several changes has been made. So far the most influential definition has been in shape : “ Advertising can be identified as that the advertisers pay ,in any way ,for their ideas, goods, or services by non-staff means for the statement and promotion. ”The most important part of the definition is to have pointed out in the ad there is the confirmed advertisers. 文献综述
Advertising, a comprehensive art, is a set of sociology, aesthetics, psychology, marketing, literature and linguistics. Advertising is an art of persuasion. Advertising language is the communication between advertisers and advertising audience in the form of discourse. English is the most common and the most important expression of advertising language. English advertising generally takes advantage of simple, crisp language to express complex meaning and significance, having its own unique language charm, especially the use of a variety of rhetorical devices, as well as the various translation techniques, making scientific issues being discussed extensively in English advertising industry more widely.