商业标志中所使用的语言往往是精练的,以体现其使用价值和审美价值为基本目的,无论从造型的形式上及视觉效果中观察,还是从其独有的象征意义中体会,我们都能明显感觉到文字这种视觉语言所独特的文体特征。从语言学的视角对商业标志进行语音、语相、词汇层面以及词汇层面内部突出的修辞手段进行分析,我们可以领略到其独特的文体特色。 The language used in commercial signs is often concise, in order to reflect its use value and aesthetic value as its basic purpose. From the formal and visual effects of modeling, or from its unique symbolic meaning, we can Obviously feel the text of this visual language unique stylistic features. From the perspective of linguistics, we analyze the rhetoric of the business signs in the aspects of phonetics, speech, vocabulary, and lexemes, and we can understand its unique stylistic features.