Research On The Rhetorical Phenomenon Of Qipashuo's Advertisements

Qipashuo is a beloved network homemade variety show,its advertising has gained a good reputation and profit,has the research value.Existing researches focus on exploring the success of Qipashuo 's advertisements from the aspects of marketing strategy and communication characteristics,however,the research results on the rhetorical phenomenon of Qipashuo's advertisements are few and the quality is not high.A comprehensive and in-depth study of the rhetorical phenomenon of Qipashuo's advertisements will be conducive to the expansion and deepening of the research on the rhetorical phenomenon of advertising,as well as the development of network homemade variety shows.Based on the previous research results,this paper makes an innovative attempt to deeply study the rhetorical phenomenon of Qipashuo's advertisements.First of all,after the introduction,concept definition and literature review,this paper adopts the content analysis method to study the figures of speech,phonetic rhetoric,morphological rhetoric and verbal rhetoric in qipashuo's advertisements.Secondly,from the perspective of media attributes and audience perception,this paper explores the influencing factors of the rhetorical phenomenon of Qipashuo's advertisements.Thirdly,this paper studies the influence of rhetorical phenomenon of Qipashuo's advertisements on the audience with grounded theory analysis,and analyzes the effect of the rhetorical phenomenon of Qipashuo's advertisements from the perspective of program and advertisers.Finally,this paper discusses the problems in the rhetorical phenomenon of Qipashuo's advertisements,puts forward the feasible countermeasures against the problems,summarizes the research results of the full text,and looks into the future.The paper found that Qipashuo's advertisements use seven common rhetorical devices,such as antithesis,exaggeration and analogy,which enhance the sense of interest and beauty;tend to different size of the font,make a point of dividing the text into two lines,thus lively and attractive;be fond of using network language,increased trendy feeling.Further research shows that the media attribute of Qipashuo is the fundamental factor that leads to the generation of the rhetorical phenomenon of Qipashuo's advertisements,and the audience's preference is the surface factor.Rhetoric helps Qipashuo's advertisements win the love of the audience,and the rhetorical phenomenon of Qipashuo's advertisements has a positive impact on both the program and advertisers.Aiming at the problems of kitsch,vulgarity and homogenization in the rhetorical phenomenon of Qipashuo's advertisements,the creator of Qipashuo should actively improve their sense of social responsibility and ideological and cultural literacy,pay attention to the content attributes of advertising,reject the homogenization of advertising,be aware of the negative effects of rhetoric.On the one hand,it is conducive to the development of Qipashuo,and on the other hand,it has certain guidance and reference significance for other network homemade variety shows.