| Advertising is an important part of modern economy and society. It has a tremendous powerful influence over people, which is mostly achieved by its language. Advertisers use different techniques and rhetorical devices to strengthen the emotional impact of advertisement and make it more aesthetic and beautiful. Thus, advertising language is mainly aimed at creating rhetorical beauty. The research object of the article is Chinese commercial advertisement of the new period. We analyzed rhetoric beauty of advertisement text achieved both through linguistic form and content. In this paper we tried to analyze different rhetoric devices and discuss rhetoric beauty of the text from the angle of aesthetics, stylistics, rhetorical theory, linguistics and other disciplines, i. e. making our research interdisciplinary and integral. |
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