1. 研究目的与意义及国内外研究现状

通过对英文广告标语中的修辞及其功能的研究，增强对修辞使用的理解。同时，对广告者提供一定的借鉴意义。

国内外研究现状

nowadays, economic construction has become more and more prosperous. rhetoric research should go into the economic field and the market, it should cry for the prosperity, serve for the construction directly.advertising slogans is the product of commodity economy, it has a distinct commercial character and clear purpose; the main purpose of advertising slogans is to service for enterprise management, help enterprises to profit, to achieve its economic value.

in domestic, the research of rhetoric and advertising has entered a period of vigorous development, and the research has made great achievements in the past ten years. the representative works should belong to advertising language of rhetoric art written by he xinxiang, rhetorical devices and advertising language written by ni baoyuan and famous advertising rhetoric art written by zeng qingxuan. they are based on a large number of advertising materials, they analyzed the functions of rhetorical devices in advertising language, the type of advertisement rhetoric level segmentation, systematically summarizes the advertising language rhetoric. in addition, li hui shen from the angle of rhetoric of analysis of the application of rhetoric in advertising language, and points out that only the correct use of figures of speech, can fully reflect the artistic beauty of advertising language, can determine the advertisement in the advertisement the soul status. wang chunmei analysis commonly used rhetorical devices in advertising english, and pointed out that the appropriate use of rhetorical , creating artistic conception and aesthetic feeling, so that consumers in obtaining cultivate the spirit and aesthetic enjoyment at the same time, to deepen the impression of consumer products, arouse the desire to buy, consumers and businesses to achieve win-win.

2. 研究的基本内容

第一章对于广告以及英文广告标语进行了介绍，并引出本文的研究范围，即商业广告。第二章介绍了英文广告标语以及修辞的研究现状。第三章为本文重点，简要介绍了英文广告标语中常见的修辞手法；进而具体问题具体分析，针对排比，重复、隐喻、双关和押韵具体分析了修辞在英文广告标语中起到了什么样的作用。第四章具体介绍了使用修辞在英文广告标语中的功用；第五章为本文的总结，通过前四章的分析论证得出结论。

3. 实施方案、进度安排及预期效果

1.选题（2月22日至2月25日)：杨老师提供毕业论文选题参考意见，引导同学结合自己兴趣确定毕业论文题目。

2.开题（2月26日至2月28日）：杨老师讲解论文写作要求以及注意事项，要求查阅论文相关资料并注意书写格式，确定重点参考文献并指导写作方法。

3.查找资料并拟定论文大纲（2月29日至3月10日）

4. 参考文献

[1]bovee, c. l. w. f. arens. contemporary advertising. 3^rd ed. boston : irwin,1989.

[2]louise cummings. pragmatics: a multidisciplinary perspective [m]．beijing: peking university press, 2004. 97~120.

[3]倪宝元.修辞手法与广告语言———前言[j].修辞学习2001，（4）.