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广告语是高度概括的抽象信息,它所传达的是产品的信息和服务的品质,甚至是一种精神和态度。广告语依赖的是语言文字的魅力。本文结合实例,从辞格研究入手,分析广告词中比喻、夸张、对偶、对比等修辞,研究广告语的丰富内涵及其写作艺术特色。
Advertising slogan is highly abstract abstract information, it is conveyed by the quality of the product information and services, and even a spirit and attitude. Advertising language depends on the charm of language. This article starts from the study of figures of speech and analyzes rhetoric such as metaphor, exaggeration, duality and contrast in advertising words to study the rich connotation of advertisement language and its writing artistic features.