On Application of Rhetorical Devices to Cosmetic Advertisements

摘要

The first part of this paper, as an introduction, mainly describes the definition of advertising, characteristics of advertising, and functions; the second part uses the literature research method to summarize the development course of Chinese cosmetics advertising, and it also summarizes the previous studies on cosmetics advertising and rhetoric; in the third part, the paper mainly explores the application and effect of rhetoric in advertising. In the fourth part, the author points out the problems of rhetoric in cosmetic advertisement and the causes of these problematic phenomena. In the end, the author summarizes the research findings of this paper and puts forward some suggestions for the standardization of cosmetics advertising.