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本文以广告语言中所用各种修辞手段为对象,通过对其产生原因、指导原则以及效果的分析,揭示了目的在语言活动中的中心地位和决定作用。广告目的决定着广告语言的选择,广告目的指导着修辞手段的运用。广告目的就是为了实现销售,修辞手段的应用使广告语言更具感染力、吸引力和号召力,从而实现广告语言的注意价值、记忆价值及其最终销售能力。
This dissertation aims at various rhetorical devices used in advertising language and reveals the causes and guiding principles as well as the analysis of its effects, revealing the central role and decisive role of the purpose in language activities. The purpose of advertising determines the choice of advertising language, advertising purposes to guide the use of rhetorical devices. The purpose of advertising is to achieve sales, rhetorical application of advertising language is more contagious, attractive and appeal, so as to achieve the attention of the advertising language value, memory value and its ultimate sales ability.