浅议广告文体的修辞

作为一种特殊的应用文体,广告具有鲜明、独特的语言形式和文体风格。为了达到促销产品的目的,广告撰写人往往使用各种技巧来吸引消费者。修辞就是其中最重要的技巧之一。以理论结合实例的方法,从大众较为熟悉并且广告制作人使用较频繁的语音、词法及文学修辞三方面,对广告文体的修辞做一个简单的探讨。

On the Rhetoric in Advertising Language

As a special style,advertising has its distinctive and unique characteristics in language form and style.In order to make a good promotion,various skills are adopted to attract consumers' attention.And rhetoric is one of the most important skills.By means of rhetorical theory and some specific examples,this article discusses the advertising rhetoric in terms of phonetics,lexicon and literature,which the consumers are much familiar with and the advertising makers use more frequently.