现代广告遍及大街小巷,无处不在地袭击着人们的视听,其所蕴涵的道德标准和行为方式以及思维风格对大众产生的影响极为深远,从而潜移默化地规整着人们生活的很多方面。为了达到吸引关注的目的,广告用语往往标新立异,出乎常规,打破人们传统的思维定式。而当新奇的广告用语布满了周遭的空气之时,人们的招架之力丧失殆尽,从而成就了广告的“话语霸权”。广告的强大功能和其宣传内容道德价值取向的不对位,发人深思。 Modern advertisements are all over the streets, attacking people’s audiovisual ubiquitous. The moral standards and behaviors implied by them and the way of thinking have a profound impact on the public. Therefore, they subtly regulate many aspects of people’s life. In order to achieve the purpose of attracting attention, advertising terminology is often unconventional, out of the ordinary, breaking the traditional thinking of people. When the novel advertising language is full of the surrounding air, people’s power is lost and the “discourse hegemony” of the advertisement is accomplished. Advertising’s powerful features and promotional content of moral values ​​of the right place, thought-provoking.