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- W2365798001 abstract "Varied rhetorical devices are of vital importance to the success of advertisements. Advertising language is, above all, auditory, the selection and process of phonetic forms being a necessary problem in dealing with advertising language. The phonetic process of advertising language mainly involves the utilization of the same, similar syllables or the same, similar vowels; the allocation of sonorous and low-pitched sounds; and the superposition of the same syllabic structures. Successful advertising language also pays attention to the accuracy of words, the choice of which is embodied in the selection of synonyms as well as polysemys and homonyms. Furthermore, advertising language is often operated despite grammatical norms. The violation of grammatical norms lies in the following three aspects: abnormal collocation; functional expansion of parts of speech; and varied sentence structures. In a word, Chinese language remains forever the most fertile soil for Chinese advertisements." @default.
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- W2365798001 date "2004-01-01" @default.
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- W2365798001 title "On the Employment of Passive Rhetorical Devices in Advertising Language" @default.
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