广告与修辞.doc

广告与修辞 【摘 要】：广告是使一个企业立于不败之地的重要手段之一，对企业的营销起着重要作用。独出心裁、标新立异、形象生动、好懂易记的广告语言又是一个广告成功与否的关键，它使得广告具有真实性、简练性、创造性、吸引性、美感性和联想性 。广告词，是浓缩的语言艺术，是艺术语言的再现，它能达到生动形象、富有创意的效果，是正确恰当运用修辞的结果。修辞是指根据表情达意的需要，运用各种表达手法，极力使语言准确、鲜明、生动、富有感人力量的修辞方法，即通常所指的修辞格。下面本文分别从语音、语义、语法等几个方面来具体阐述广告词中所用到的修辞格，并在每一广告例子后做一些点评认知，以探索广告词创造过程中修辞手法的运用规律与创意技巧。 【关键词】： 广告 广告词 修辞 The advertisement and the rhetoric 【Abstract】：The advertisement is one of the important means of making an enterprise establish in an unassailable position. The advertisement generates an important impact on marketing of enterprises. Patent do things creatively , not vivid easy to know easy advertising language that write the key to succeeding or not in an advertisementing, it makes the advertisement have authenticity , terse , creative , attracting , aesthetic feeling and Lenovo. Advertising word is language art concentrated, it is the reproducing of artistic language, it can reach the vivid , original result , it is a correct appropriate result of using the rhetoric. The rhetoric mean that uses various expression tactics according to the need for communicating views , do one's utmost to make the language accurate , distinct , vivid , is rich in the strength rhetoric method touchingly, i.e. the figures of speech that usually point. The following this text comes to explain the figures of speech used in the advertising word from several respects such as the pronunciation , semanteme , grammar specifically separately, and do some comment cognition after every advertising example, in order to explore the advertising word creates the application law of the rhetoric tactics and intention skill in the course. 【Key words】：The advertisement the advertising word the rhetoric 当今是信息化时代，广告无处不在，无时不有。“酒香不怕巷子深”的时代已经成为过去，在商品经济高度发达的今天，无论是招商引资或推销产品，树立企业或产品的国际品牌形象，还是走出国门，参与国际竞争，跻身国际市场，都一定会采用广告形式，充分利用各种媒体进行宣传。商场犹如战场，虽不见刀光剑影，硝烟火药，但却充满着竞争，一着不慎，就可能会使一家企业倒闭，使一个品牌失色。因此要想在强手如林的商品大战中立于不败之地，就要善于谋略，善于