469.Evocative function

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These rhetorical methods attribute to the realization of evocative function in advertising English

其中之一即是使用修辞，包括重复、平行、双关、比喻、头韵和尾韵等。

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2.1. Rhetorical Figures in Advertising
Rhetorical figures are “intended deviation from
ordinary usage” (Quinn, 1993, p. 6). Using
rhetorical figures is one way to “strike that
happy balance between ‘the obvious and the
obscure’”, so that audiences can grasp the ideas
and be disposed to accept the arguments
(Corbett, 1999, p. 377). The rhetorical figures
which often appear in advertising texts include
the following:
 Alliteration/chime: repetition of the same
consonant sounds in the initial position of a
series of words or phrases (Corbett, 1999, p.
388; Huhmann, 2008, p. 87);
 Anadiplosis: repetition of the last word of
one clause at the beginning of the following
clause (Corbett, 1999, p. 388; Huhmann,
2008, p. 87);
 Anaphora: repetition of a word or group of
words at the beginning of successive
clauses (Corbett, 1999, p. 390);
 Antimetabole: repetition of words in
successive clauses, in reverse grammatical
order (Corbett, 1999, p. 394);
 Antithesis: juxtaposition of contrasting
ideas, often in parallel structures (Corbett,
1999, p. 382);
 Ellipsis: deliberate omission of a word or of
words readily implied by the context
(Corbett, 1999, p. 386);
 Epanalepsis: repetition at the end of a
clause of the word or phrase that has
occurred at the beginning of the clause
(Corbett, 1999, p. 392);
 Epanorthosis: making a claim to call that
claim into doubt (Huhmann, 2008, p. 88);
 Epistrophe: repetition of the same word or
group of words at the ends of successive
clauses (Corbett, 1999, p. 391);
 Hyperbole: use of exaggerated terms for
emphasis or heightened effect (Corbett,
1999, p. 403);
 Irony: use of a word in such a way as to
convey a meaning opposite to the literal
meaning of the word (Corbett, 1999, p. 405);
 Metaphor: implied comparison between
two things of unlike nature (Corbett, 1999,
p. 396);
 Metonymy: substitution of some attributive
or suggestive word for what is actually
meant (Corbett, 1999, p. 398);
 Paradox: an apparently contradictory
statement that nevertheless contains a
measure of truth (Corbett, 1999, p. 408);
 Parallelism: also referred to as “Parison”
(Huhmann, 2008, p. 87), similarity of
structure in a series of two or more related
words, phrases, or clauses (Corbett, 1999, p.
381);
 Pun: using a word that has different
meanings, repeating a word but each time
with different meanings, changing a word’s
meaning, or using words that sound alike
but differ in meaning (Huhmann, 2008, p.
88);
 Rhetorical question: asking a question for a
special purpose other than to obtain
information (Huhmann, 2008, p. 88);
 Rhyme: repeating sounds at the end of
words/phrases (Huhmann, 2008, p. 87);
 Simile: explicit comparison using “like” or
“as” to attribute connotations and meanings
of one object to another (Huhmann, 2008, p.
89).
These rhetorical devices vary in terms of the
deviation degree and can be divided into two
categories (McQuarrie, 2008, p. 260), which can
be put into the following table.