英语汽车广告中夸张修辞的研究,英语论文

英语汽车广告中夸张修辞的研究,英语论文21世纪，是一个开放的、国际化的时代。中国自改革开放以来，以包涵的姿态汲取世界各国优秀的文明成果,汽车文化正是伴随着这股潮流来到了中国。越来越多的学者随之研究外来汽车文化，尤其是汽车广告语的研究。此前有学者从翻译角度研究英语汽车语言文化，有的从社会学角度展开研究，也有从语言学角度展开。汽车广告语是一种讲服性语用言语行为,其目的和功能在于劝讲消费者购买其宣传的汽车。文章以为,在汽车广告中,夸大修辞手段有助于强化广告的劝讲效果。因而夸大成为汽车广告商经常采用的一种广告策略。为了分析英语汽车广告中夸大的使用，方便国内广大商务人士、学者对英语汽车广告的研究。在分析英语传统汽车广告和当代多媒体汽车广告的基础上，本论文介绍夸大的定义、夸大在英语汽车广告中的运用、及夸大在英语汽车广告中的功能，解读英语汽车广告中的夸大修辞手段。通过举例分析经典英语汽车广告语，本论文以为英语汽车广告商频繁运用夸大的修辞手法有夸张产品信息，引起消费需求，劝诱消费者购买三种功能。本文关键词语：夸大英语汽车广告语用功能AStudyofHyperboleinEnglishCarsAdvertisementsABSTRACTThe21stcenturyisanopen,internationalizedera.Chinahasbeenabsorbingoutstandingachievementsofcivilizationfromothercountrieswithtolerantattitudesincereformandopeningup.Automobileculturehasaccompaniedthistrend.Nowadaysmoreandmorescholarsstudytheforeignautomobileculture,especiallythelanguageappliedincarsadvertisements.SomeofthemstudyEnglishcarsadvertisementslanguagefromtheperspectiveoftranslation,somefromsociologyandsomefromalinguisticangle.Automotiveadvertisinglanguageisapersuasivepragmaticspeechact,whosepurposeandfunctionaretopersuadeconsumerstobuytheautomobilespropagandized.Thethesisholdsthat,incarsadvertisements,hyperbolecontributestostrengtheningtheeffectofpersuasion.Thereforehyperbolehasbeenfrequentlyadoptedbyautomobileadvertiserasanadvertisingstrategy.ToanalyzetheusageofhyperboleinEnglishcarsadvertisements,andtomakethingsconvenientfortherelatedbusinessmenandscholars,thisthesisstudieshyperboleinEnglishcarsadvertisementsbymeansofintroducingthedefinitionofhyperbole,hyperboleusedinEnglishcarsadvertisements,andfunctionsofhyperboleinEnglishcarsadvertisements.ExamplesofEnglishcarsadvertisementsbothintraditionalandmodernmediaarecollectedforanalysis.Thus,throughtheverificationofclassicEnglishcarsadvertisements,thethesisconcludesthattherearethreefunctionsofhyperboleincarsadvertisingexaggeratingproductsinformation,creatingconsumersdemand,andpersuadingconsumerstobuy.Keywords:Hyperbole;Englishcarsadvertisements;PragmaticfunctionTABLEOFCONTENTSABSTRACT内容摘要TABLEOFCONTENTSChapterOneIntroductionChapterTwoLiteratureReviewofHyperbole2.1Definitionofhyperbole2.2Classificationsofhyperbole2.3Traditionalresearchesonhyperbole2.4ContemporaryresearchesonhyperboleChapterThreeHyperboleinEnglishCarsAdvertisements3.1HyperboleinEnglishcarsadvertisementsintraditionalprintedmedia3.2HyperboleinEnglishcarsadvertisementsinmodernmediaChapterFourFunctionsofHyperboleinEnglishCarsAdvertisements4.1Informationexaggerationfunction4.2Demandcreationfunction4.3PersuasivefunctionChapterFiveConclusion5.1Findingsoftheresearch5.2LimitationsoftheresearchREFERENCESACKNOWLEDGEMENTSChapterOneIntroductionWiththefull-scaledevelopmentofeconomicglobalization,andtheincreaseinincomeofbothruralandurbanresidentsinChina,agrowingnumberofpeopleintendtopurchasecars,whichisviewedasatremendoustreasureforautomobilecompanies.However,comparedwithWesternautomobileindustry,thestrengthofdomesticenterprisesisstillfarbehind.Bythistoken,thedomesticautomobileenterprisesareconfrontedwithenormouspressure.Forthesedomesticautomobilefirms,theirproductsneedtobeadvertisedmoreeffectively.Agoodadvertisementcanbuildfavorableimagefortheproductandthefirm.EdwinL.Artztpointsoutthatadvertisingcreatesbrandimage,productinformationandbrandloyalty.(HuaMa,2005)Moreover,advertisingisfordeliveringthepropermessagetocustomersandprospectivecustomers.Apartfromupgradingtechnology,advertisementscanhelpmanufacturerstoenhancetheirreputation.Anenchantingcaradvertisementhasapowertodrawtheaudiencesneeds,andhelpsthemtodecidewhattobuy.Apparently,inthemarketingofautomobile,advertisingplaysanessentialrole.InChinaanincreasingnumberofbusinesspeopleandscholars,inordertounderstandandapplyEnglishcarsadvertisementsproperlyandalsotomakedomesticautomobileindustrybecomemorecompetitive,havesparednoeffortinstudyingEnglishcarsadvertisementsfromdifferentangels.Fromtheperspectiveoftranslation,ZhuZhenzhoufocusesonthetranslationstrategybymeansofanalyzingthelanguagefeaturesofcarsadvertisementstowinnowdownthesimilaritiesandtocomparethedifferencesbetweenChineseandEnglishadvertisementsfromfunctionaltranslationtheoryin2008;ZhangMinputsforwardthetranslationstrategyofChinesecarsadvertisementscopiesfromaliterarypointofviewin2018.Fromsociologicalpointofview,WangJiecongadvancesinterpersonalsignificancethroughthecomparativeresearchbetweenChineseandEnglishcarsadvertisementsin2020;YangXudonganalyzestheinterpersonalsignificanceinthediscourseofChineseandEnglishcarsadvertisementsin2020.Fromtheperspectiveoflinguistics,LingFangcomparestwoEnglishcarsadvertisementsfromthepointofmetafunctioninfunctionallinguisticsin2020;ZhangWeipingmakesatextanalysisofcarsadvertisementsfromtheangelofphonetics,vocabulary,rhetoricandsyntaxin2020;ChengZhiyingdiscussesautomobilesandautomotiveadvertisingfromtheperspectiveofsemioticsillustratedbythecaseofDateMyCarsin2021.Throughanoverviewofthepreviousstudies,itisnothardtodiscoverthatthestudiesonEnglishcarsadvertisementsbeforebasicallyrevolvearoundtranslatology,sociology,linguistics,etc.Howeverthereliesanissueinthesestudies:theirsubjectsaretooabstractandlargelyremaininthesuperficialaspects;andinspecificaspects,noseriousattentionhasbeenpaidtohyperbole.FewscholarsintegrateEnglishcarsadvertisementswithhyperboletostudythelinguisticphenomenonofEnglishcarsadvertisements.Probablybecausehyperbolehasgenerallybeenregardedasaclassictropewhosestudybelongstothatofrhetoric.(Mora,2008:106)ThisthesisfocusesontheapplicationofhyperboleinEnglishcarsadvertisementsanditsfunctions.Itconsistsoffiveparts:thefirstpartisanintroduction;thesecondpartisaliteraturereviewofhyperbole,itcanbedividedintodefinitionofhyperbole,classificationsofhyperbole,traditionalresearchesonhyperboleandcontemporaryresearchesonhyperbole;thethirdpartisananalysisofhyperboleinEnglishcarsadvertisementsfromperspectivesoftraditionalprintedmediaandmodernmedia;thefourthpartdealswiththreefunctionsofhyperboleinEnglishcarsadvertisementsinformationexaggeration,demandcreationandpersuasivefunctions;thelastpartisaconclusion,reportingthefindingsoftheresearchanditslimitations.ChapterTwoLiteratureReviewofHyperboleIntermsoftraditionalrhetoric,hyperboleisactuallyanintentionalexaggerationforemphasizingthefeatureandproducingthedesignedeffect.Asfarasweknow,theemergenceofhyperbolecanbetracedbacktothetimesofancientGreeceandRome.Thiskindoffigureofspeechhasbeencommoninsagas,talltales,GreekandRomanmythology,aswellasinpoliticalrhetoricandadvertisingslogansinabroaderway.2.1DefinitionofhyperboleHyperboleisAfigureofspeechconsistinginexaggeratedorextravagantstatement,usedtoexpressastrongfeelingorproduceastrongimpression,andnotintendedtobeunderstoodliterally(Bruchfield,1957:1005).Asafigureofspeech,hyperboleisusedtocreateastrongimpressionduetointensefeelingsandgreatemphasis.Itismoreofanexaggerationtoconveyakeenemotionortocreateanimageinreadersminds.2.2ClassificationsofhyperboleTheEnglishwordhyperbolecomesfromtheGreekwordhuperbol.Itisgenerallybelievedthathyperbolecanbeclassifiedintoextensiveandnarrow.Inshort,therearegenerallytwokindsofhyperbole:auxesisandmeiosis.(Han,2020)Throughhyperbole,thedescriptionofobjectsimage,quantity,functionanddegreewouldbechangedandbombastic.Inaprofessionalsense,XuPeng(2007)holdsthattheutilizationofEnglishhyperboleroughlycanbesplitintothesefollowingtypes:Usingnumerals;makingmeaningofthewordextreme;utilizingverbs;usingadjectivesandadverbs;usingthesuperlativedegreeofadjectivesandadverbs;usingprepositionalphrases;usingnouns;usingnegations.2.3TraditionalresearchesonhyperboleResearchesonhyperbolehavealonghistory.NumerousrhetoricianswerebornintheancientGreekandRoman,suchasQuintilian.Inretrospect,itcanbefoundthatthesocialeconomyandcultureofancientGreekwerehighlyprosperous,andliteraryworksalsoshowedunprecedentedprosperity.Tosomeextent,thisprovesthatprosperityofliteratureisexactlythemajorreasonforthemomentumofresearchonrhetoric.AccordingtoClaudia(2018:1),Lovepoetry,sagas,talltales,classicalmythology,politicalrhetoricandadvertisingastextscontaininghyperbole,illustratingthegreatrangeofthephenomenonregardingbothtimeandgenre.Itisobviousthattheoldresearchonhyperboleisstillfarfromenough,likethetipofaniceberg.Thousandsofyearslater,inthe1980s,thewell-knownEnglishlinguistLeech(1983)deemsthatinterpersonalrhetoricconsistsofhyperbolemaximandlitotesmaxim,whichislookeduponasthefirsttimeforhyperboletobeconnectedwithpragmatics.Sincethen,theresearchonhyperbolehasenteredintoanewstage.2.4ContemporaryresearchesonhyperboleAsforthepresenttime,peopleoftenusehyperboleintheirdailycommunicationunconsciously.Citeacommoncase,whenoneisveryhungry,hemaysay:Imstarvingtodeath.Orhemaysay:Icaneatonehundredcattle.Thesetwosentencesaretheexaggeratedexpressiontoindicateoneshunger.Throughthefigureofspeech,asimplesentencecandeliverastrongfeelingIamsostarvingIwanttoeatsomefoodTheexampleabovedirectlyshowsthecharmofhyperboleinordinarylife.Inrecentyears,theresearchonhyperboleisflourishing.ByaroughcalculationonthemostpowerfulnetworkplatformofknowledgediscoveryinChina,HowNet,whenIinputhyperbole,thenumberofsearchresultistheamazing5337.Sothisthesissinglesoutseveraltypicalarticleswhichconcentrateonhyperbole,suchasOnHyperbole,writtenbyLingRushanin1994,theauthorintroducesthefeaturesofhyperboleandtheperformancemethodsofhyperbole;OntheRhetoricEffectofHyperbole,writtenbyYangZhenglinin2003,revealstherhetoricaesthetic;OnRelevanceinHyperbole,writtenbySongChanglaiin2006whoarguestheviewthathyperboleenablespeopletocommunicateinabetterway;andAPragmaticApproachtoEnglishHyperbole,writtenbyZhuYaliin2018,illustratesthemainfunctionsofhyperboleinpragmatics.Inthenextchapter,thethesismainlyanalyzesthemethodsofutilizinghyperboleinEnglishcaradvertisementsbyillustrating5advertisementsfromnewspapersandmagazines,aswellas2advertisementsfromvideos.ChapterThreeHyperboleinEnglishCarsAdvertisementsAdvertisingisaninevitablepartofoursociety,whoseoutstandingfeatureisitscompetitivefight.AccordingtoTheDiscourseofAdvertising,advertisingisnotsomeexternalcuriositywhichweexamine,fromwhichweareseparate,butsomethingofwhichwearepart,andwhichispartofus(Cook,1996:182).Advertisingcomesinallshapesandsizes(Dahl,2007:11),suchasinnewspapers,inmagazines,onbillboardsalongthestreets,onTVandontheInternet.Theeffectsofadvertisinginfluenceuswhetherwelikeitornot.Forunderstandingtheremarkableforeigncaradvertisements,thischapterdwellsontheuseofhyperboleinEnglishcarsadvertisementsintraditionalprintedmedia,suchasnewspapersandmagazines,andinmodernmedia,suchasbroadcast,television,andInternet.3.1HyperboleinEnglishcarsadvertisementsintraditionalprintedmediaAccordingtoAHistoryofAdvertisingfromtheEarliestTimes:Illustrate,thereisnodoubtaboutthedesirethattradesmenandmerchantstrytomaketheirgoodspopularisalmostaslongastheexistenceofthecustomsofbuyingandselling,anditisbutnaturaltosupposethatadvertisementsinsomeshapesorformshaveexistednotonlyfromtimeinmemorial,butalmostforalltime.(Sampson,2018)Advertisinghasbeenassociatedwithmerchandising,whichmeansthattheproductionofcarscouldbringaboutcarsadvertisements.WiththeprogressoftheSecondIndustrialRevolution,theGermanBenzandDaimlerinventedthefirstautomobileintheworld.Sincethen,theautomobileindustryhasdevelopedrapidly,andcarshavebeentheleadingtransportvehiclesinsteadofpreviouscarriages.Meanwhile,thereisanincreasingcompetitionformarketingamongcarcompanies,andthesesophisticatedbusinessmenmasteredtheimportanceofadvertising,socaradvertisementsflourishedatablisteringspeed.Distinctadvertisementshavebeenutilizedbyautomobileadvertiserstopromoteandpopularizethecharacteristicandadvancementofautomobilessufficiently.Therefore,carsadvertisersmakefulluseoflinguisticstrategiestoadvocatetheirproducts,especiallyrhetoric.HereisaclassicaladvertisementsloganofRollsRoycepublishedonanewspaperin1999:Example1:At60milesanhourtheloudestnoiseinthisnewRollsRoycecomesfromtheelectronicclock.RollsRoyceAsdriversallknow,thesoundsofenginecouldbeheardcontinuallywhentheydrivetheircarsatahighspeed.ThedesignerOgilvytakesadvantageofhyperboleforthepurposeofarousingcustomersdesiretoseekluxuryfromdrivingRollsRoycebyusingthesuperlativedegreeofadjectives.Justthroughtheirsenseorgans,thereaderswillperceivethattheexperienceinRollsRoyceisagreatenjoyment,whichisentirelydifferentfrominanyothercommoncar.Afterreadingthisadvertisement,peopleundoubtedlycannothelpimaginingthescenethattheyaredrivingacarwithsuchasuperiorperformance.(Cao,2018)Byinterpretingtheloudestnoise,thereaderswouldperceivethattheloudestnoiseinRollsRoyceislikethesoundoftheelectronicclock.TheuseofhyperboleinthissloganexaggeratestheexcellentqualityofRollsRoyce,especiallyitssoundinsulationeffectofcabin.Thereisnodoubtthatthisisthemostclassicaladvertisementinthefieldofadvertising,whichsurprisesallinternationaladvertisers.Thefollowingsentenceisafragmentofanadvertisement:Example2:AndthisisthereinventedToyotaCamryavailablewitheverythingyoucouldpossiblywant.ToyotaAsreaderscatchsightofthepronouneverythinginthisadvertisement,theywillinevitablywonderattheomnipotenceofToyotaCamry.Everythinginthissentenceistheessenceofthisslogan,whichboaststhatToyotaCamrysoldinthestorescouldserveyouwithanythingyouwant.AndthisadvertisementalsodeliverstheinformationthatthisToyotaCamryisatrustworthyprofessionalautomobile.ThepopularityofToyotaresultsfromthecharmofthisspecialfigureofspeech,hyperbole.Theenchantmentofhyperboleisreflectedinadvertisementsabove.AnotheradvertisementofVolkswagenalsohassuchcharm:Example3:Inaworldthatsfarfromperfectisntitnicetofindsomethingthatspracticallythere?VolkswagenInthisadvertisement,theadjectivephrasefarfromperfectservesasakeyfactorofexaggeratingthesentencemeaning.ThedesignerhopesreadersapproveofthatVolkswagencanbringyouaperfectandspotlessenjoymentinanimperfectworld.Forthosewhoarepursuingperfection,thereisnoalternativetoVolkswagen.ThefollowingisanadvertisementofLotusEliseSClubRaceronEvoMagazine,whichisaworldtop-levelcarmagazine:Example4:Performanceisjustaboutperfect,notleastbecauseyougetahugeamountfromthecaratlessthanprison-sentencevelocities.LotusLotusisaworldfamoussportscarbrand,andlotsofracingfanschooseLotusforitsincomparablespeed.Thisadvertisementcanbeexplainedlikethis:Althoughdriversdontrace,theycanenjoytheexcitingperformanceofLotusfullyanddelightfully.Byusingprison-sentence,ahyperbolicdescription,thedesignerofthisadvertisementshowstheextremepleasureevenifyoudontexceedthespeedlimit.Thereisnodenyingthefactthattillnow,theEliseisregardedasadistinctiveracingcarintheworld.ThenextadvertisementtobeintroducedisfromaGermancarbrand,MercedesBenz,theworldsmostupscalecarbrand:Example5:Theengineisalittlecracker:itmakesnoapologyforitsrelativelackofcapacityandcylindersandneverfeelsshortonperformance.MercedesBenzInthisadvertisement,Mercedesisalsosoconfidentthatitusestheabsolutetone.Thedesigneremploysthenegativesnoandneversubtlyforperfectlyshowingthiscarsfaultlessperformance,whichpresentsthemagicalfunctionofhyperbole.Intherespectofattractingpeopletoconsume,theexaggeratedperformanceofMercedesBenzissurelyauniquesellingpoint.3.2HyperboleinEnglishcarsadvertisementsinmodernmediaApartfromtraditionalprintedmedia,modernmediainvolvingbroadcast,television,andtheInternethavecametothefrontline.Inthehighlyinformativeandintegratedeconomictime,advertisementsarespreadthroughvariouschannels.First,formostautomobilefirms,theyhavebuilttheirownofficialwebsiteinordertosetupanexcellentcorporateimageandenhancetheabilityofcommunicationwithcustomers.Forexample,asoneoftheworldsforemostBritishtopluxurycarbrands,Bentleyputsadvertisingvideosofitscarsonitsofficialwebsite,theadvertisementisasfollowsExample6:TechnologyreappraisedPerformanceredefinedWedontseeanSUVWeseeaBentleyIsthemostpowerfulthemostluxuriousandthemostexclusiveSuweintheworldandwithatopspeedofthreehundredandonekm/hitsalsothefastestitisBentleyAccordingtoTecentNewsin2021,BentleyofficialsreleasedavideoofBentayga,Bentley-ownedall-newSUV,inaclosedtestfield.Inthatvideo,Bentaygareachesthetopspeed301km/h,surpassingtheoncetopspeed284km/hfromPorscheCayenneTurboS,andbecomesthehighestspeedSUVintheworldconsequently.Asto301km/h,peoplemaynothaveadeepunderstanding,whiletheaveragespeedofmagneticallylevitatedtrainjustis300km/h.301km/hisamarvelousspeedandalsoisthetopspeedofBentayga,soexaggerationisobviousinitsadvertising.Infact,therearestillothertopsportscarsintheworldautomobilemarket.ButforshowingBentaygasperfecttechnologyandperformance,thedesignerusesanegationdontandanarticleantoinducecustomerstogetathoughtthatnootherSUVisbetterthanBentayga,meaningBentaygaisthetopSUV.Inaddition,theemploymentofhyperbolelikesuperlativeadjectivesthemostpowerful,themostluxurious,themostexclusiveandthefastest,conveysthesameconfidenceofBentaygastechnology.SuperBowliswellknowntoeveryAmericanpeople.AccordingtoForbes(2020),theannualSuperBowlfootballgameintheUnitedStatesisknownasthemostprominentadvertisingeventontelevision-withanaudienceofover108millionandstudiesshowingthat50%ofthoseonlytunedintoseetheadvertisements().Therefore,manyadvertisersespeciallyautomobileadvertisers,choosetopublishtheiradvertisementsonTVduringtheintervalsofSuperBowl.HereisahumorousdialoguefromtheadvertisingofSilverado:Example7:WhereisDave?Davedidntdrivethelongest-lasting,mostdependabletruckontheroad...DavedroveaFord.Twinky?Ya.ChevySilverado,fromthebeginningofyourworkdaytotheendoftheworld.ChevyRunsDeep.ChevyThebackgroundofthisstoryisthedoomsdayin2020predictedbytheMayan.Whenthedoomsdaycomes,thereareseveralsurvivorswhogetridofdeathbecausetheyaredrivingSilverado.ThedesignerwieldsthesuperlativeofadjectivesandtheendoftheworldforoverstatingChevysconsummateperformancewhenChevyfacesobstaclesanddifficulties.Butinpractice,foronethingSilveradoisnotthelongest-lastingandthemostdependabletruck.Foranother,theMayanpredictionisunreal.Inthenextchapter,thecommercialfunctionsofhyperboleinEnglishcaradvertisementsaretobenarrated.JustasadvertisingmasterDavidOgilvyputsit,Ourgoalistosell,otherwiseitwouldnotadvertise.Regardlessofwhatkindofadvertisement,itsprimarypurposeisaboutgainingprofit.Soawellwordedadvertisementcanproduceenhancedfeaturesandfunctionality.ChapterFourFunctionsofHyperboleinEnglishCarsAdvertisementsLauraCanoMora(2008)hasintroducedseveralpragmaticfunctionsofhyperbole,suchasemphasis,evaluation,expressionofsurprise,simplification,interestintensification,contrastofdifferencesandhumor.Generallyspeaking,therearefivefunctionsofadvertising:informationfunction,demandcreationfunction,persuasivefunction,getactionfunctionandgoodwillestablishmentfunction.(Wang,2018)Basedonthesefunctionsofbothhyperboleandadvertising,thisthesisillustratesthefollowingthreefunctionsofhyperboleinEnglishcarsadvertisements:informationexaggerationfunction,demandcreationfunction,andpersuasivefunction.4.1InformationexaggerationfunctionAccordingtoWiddowson,languageservesasameansofcognitionandcommunication:itenablesustothinkforourselvesandtocooperatewithotherpeopleinourcommunity.(Widdowson,2000:3)Itfollowsthatadvertisingisakindofcommunicationbetweentheadvertiserandtheconsumer.Sothefirstpurposeofcaradvertisementsisshowinginformationoftheirproductssuchasexquisiteappearance,excellentperformance,rationaltechnologicalparametersandreasonableprice.Whenhyperboleisusedinacaradvertisement,thebasicinformationwillbeoverstatedtoacertainextent.Hereisonecaradvertisementreferredtothiskindoffigureofspeech:Example8:Torsionbarsaretwisted100,000timestomakesuretheytorsionproperly.Keysareturnedon25,000timestomakesuretheydontbreakoffinthekeylocks.VolkswagenItisarepresentativeadvertisementinthefieldofinternationalautomobiles.Thedesigneruseshyperboletoexaggerateitsproductiveprocessinadditiontoprovidinginformation.Thisadvertisementshowsmanufacturersprecisenessandresponsibilitythroughexaggeratednumberstogaincustomerstrust.Infact,everykindofqualifiedcarneedstobetestedthroughtensofthousandsoftimesbeforeitleavesthefactory,whichisnotwidelyacknowledgedbycustomers.However,Volkswagenmakesabigfanfareoverthefigure,accordinglyitwinsthecustomersrecognition.Therefore,itisnowonderthatDingBaiquanreferstoitinhisarticle,Numberskillisashortcutinmakingadvertisementdocumentrealandbelievable.(Ding,2005)4.2DemandcreationfunctionThewordadvertiseisactuallyoriginatedfromaLatinwordadvertere.Itsoriginalmeaningistoattractpeoplesattentiontoandinterestinanobject.Withregardstotheaudience,advertisementsarousetheimpulseofaestheticawarenessthroughthestimulationofemotions,bringingabouttheemotionalresonanceinarationalstatebetweentheaudienceandadvertiser.(Yu,2018)Asuccessfulmarketinghasamagicthatitcanresonatewithreceiversandcontroltheirmindtobuymanythingswithnoexplicitorder.Whatisthemagic?Itisthefunctionofadvertisingcreatingcustomersdemands.Takethefollowingcarsadvertisementsasexamples:Example9:Summer2018.Nothingbutblueskies.MercedesBenzExample10:Keepingaheadthroughtechnology.EveryonedreamsofanAudi.AudiExample11:Jeep.TheresOnlyOne.JeepExample12:TheworldsmostexcitinglightcarFordTakingaglanceatthefouradvertisementsabove,readersmayperceivethattheemploymentofhyperboleissofascinatingthatitbooststheaudiencesdemands.Asanarrogantandimplicitbrand,Benzdeclaresthatitcannotonlyofferdriverawidevision,butalsoprovidepassengerwithanenvironmentallyfriendlyexperience.TheadvertisingofAudiclaimseveryoneiseagerforanAudi.Jeepboaststheyareuniqueintheworld.AndFordannouncestheyaretheworldsmostexcitinglightcar.Throughthebombasticdescriptionoftheseautomobiles,thedesireofcustomersisevokedintensivelyweneedtobuytheperfectanduniquecarThatisthemagicpowerofadvertising.4.3PersuasivefunctionGuyCookstatesinThediscourseofadvertising,Incommunication,languagealwayshasphysicalsubstanceofsomekind,servesasatriggerfortheassignationofphonemesorgraphemesbythereceiver,allowinghimorhertobuildthesigns(Cook,2001:71).Thelanguageofadvertisingisakindofart,whichcreatesanexquisiteenvisioninreceiversmindsbyapplyingphonemesandgraphemes.Andimaginationisresponsibleforcreatingsimilarity.(Liu,2007)Ithasbeenintegratedwithexaggerationtoconstituteafatalattractionforconsumers.Oneofthefunctionsofadvertisingistohelppeopletoerectafavorableimaginationoftheproductandtoenticepeopletobuyit.AsDavidOgilvyinhisbooksays,Idonotregardadvertisingasentertainmentoranartform,butasamediumofinformation.WhenIwriteanadvertisement,Idontwantyoutellmethatyoufinditcreative.Iwantyoutofinditsointerestingthatyoubuytheproduct.(Ogilvy,1985:7)Thefollowingcasesreflectthat.Example13:Youcansearchtheworldoverforthefinerthings,butyouwontfindamatchfortheAmericanroad,andthecreaturesthatliveonit.ChryslerExample14:NothingnewlikeChevysnewChevyExample15:NoothercarprovidesallthisBuickIntheChrysleradvertising,thedesignerstressestheroadofAmericabyusingthenegativewontforpersuadingAmericanpeopletobuythereliableChryslerforthepurposeofmatchingtheirroads.Theothertwoadvertisementsbothoverstatetheperformanceoftheircarsandbyusingnegativesandcontrastingwithothercars.Alloftheseadvertisementstakemeasurestocontrolcustomersthinkingandobtaintheirtrustwiththeaimofpersuadingthemtopurchase.Aboveall,thesecaradvertisementsdepictthecharacteroftheircarsfairlyeffectivelythroughusinghyperbole.Allinall,designersapplicationofhyperboleisasitalastheapplicationoflanguage,whichdeterminestheembodimentofthesefunctionsofhyperbole.Iti