The Role of Rhetoric and Lingual Functions in Commercials

Using rhetoric and lingual tools within the domain of commercials has positive and undeniable effects on audience. In their main essence, commercials have four essential and important inducing thought and message, attaining audience’s trust, encouraging and persuading, and preserving the subject in mind. Because of their capacities, rhetoric and lingual methods are very useful to attain these purposes. This study is to examine rhetoric and lingual functions of commercials including allegory, simile, metaphor, synonymy, repetition, etc. which can leave the most effect on audience in reaching the mentioned purposes. Using these methods in commercials does not adopt the same form in affection and induction perspectives. The writers of this article have tried to reveal the importance and effect of these functions for commercial purposes by using objective evidences and to refer to discourse analysis of some of those evidences.