There are more than ten types of rhetorical techniques used frequently in English advertising, which can enhance the incitement and illustration of advertisements because of their unique, vivid, attractive advertising potency.

A Study on Sino-American Cross-cultural Values on the Basis of Analysis on Chinese & American Beverage Advertising Appeals;

Comparing the prior-advertising attitude towards brands with the post-advertising one,the article studies how brand familiarity affects brand attitude change under different conditions of advertising attitudes and message relevance.

Dorfman Steiner Rule points out that advertising intensity is determined by the own price and advertising elasticities of demand, but it doesn t further reveal the decisive factor of the two elasticities, that is product differentiation which further decides advertising intensity.