Advertising is an activity of persuasion.

This paper first elucidates metaphor from the perspective of relevance theory, and then gives examples to analyze how persuasion is realized by metaphor in advertisement, in which three forms-ethos, pathos and logos are embodied in various degrees.

This paper holds that from the viewpoint of discourse analysis various rhetoric phenomena on the level of words and sentences and discourse are invariably related to persuasion in oratory speeches.

Thematic structure,including marked theme and thematic progression,is closely related to the persuading function of advertising discourse.

The interpersonal meaning in English advertising depends on its tenor of discourse, realizes the tenor of discourse and greatly influences and realizes the persuading function of the discourse.

The present paper sets out to investigate the realization of persuading function in public service advertisements based on an elaborated Halliday\'s conceptual framework.

This paper analyzes, within the framework of the three modes of persuasion in classical rhetoric theory, the representation of persuasion modes in the TV series The Judge of Song Dynasty and explores the functions of persuasion modes in developing plots and setting suspense.