Rhetorical Research In Advertising Language

With the increasing of commercial modernization.Advertising has also become unusually developed.As an important part of advertising,advertising language plays an important role in describing products and their characteristics.Excellent advertisements often use figurative and anthropomorphic rhetoric devices to enhance the artistic quality and appeal of the advertising language,deepen the audience's impression of the product,and play a leading role.This article mainly explains the concept of rhetoric,advertising language,and discusses the type of advertising language by mainly analyzing rhetorical devices in,from three aspects: pronunciation,words,grammar advertising language how to use all kinds of rhetorical means,strengthen the novelty and persuasive.According to Chen's theory of words,To sum up the rhetoric of words in advertising language,Such as metaphor,personification,exaggeration,repetition,pun,duality,etc.,and discuss the rhetorical effects of different rhetorical types,and finally summarize the rhetorical strategies of advertising language.Thus,it provides a reference for the expression and acceptance of advertising language rhetoric.