广告语言,是一种特殊的文学语言。它除了具备一般文学语言的艺术特色外,还要求有很强的实用性,它必须在实用的前提下尽可能地追求新颖、奇巧,以独特的创意来吸引、感化消费者,最终达到推销商品,促成购买的目的。 在当今竞争激烈的社会里,艺术与经济的双重压力,使广告语言在修辞技巧上不断翻新。当然,一则成功的广告不单取决于语言,但广告语言无疑是最重要的决定因素。基于广告语言在整个广告活动 Advertising language is a special literary language. In addition to the artistic features of the general literary language, it also requires a strong practicality. It must be as innovative as possible and ingenuity under the premise of practicality. It must use unique creativity to attract and influence consumers, and ultimately reach sales of goods. , to promote the purpose of the purchase. In today’s highly competitive society, the pressures of art and economy have caused advertising language to constantly revamp its rhetorical skills. Of course, a successful advertisement depends not only on language, but advertising language is undoubtedly the most important determinant. Based on advertising language throughout advertising campaign