西昌学院学报（社会科学版）
西昌學院學報（社會科學版）
서창학원학보（사회과학판）
JOURNAL OF XICHANG COLLEGE(SOCIAL SCIENCE EDITION)
2014年
3期
21-23,30
,共4页
广告语%修辞%作用
廣告語%脩辭%作用
엄고어%수사%작용
advertising language%figure of speech%effects of figure of speech
如今现代多媒体技术高度发达，广告的形式也越来越多样。图像、声音和文字的有机结合使得广告受众群体越来越大，但要设计成功的广告，单靠硬件的提升是远远不够的，广告的创新力、吸引力更多的来自广告语的层次，所以广告语中修辞的精心选用逐渐成为广告策划者的重要挖掘点。而本文正是就经典广告语所采用修辞格的类型进行归类整理，并探究修辞运用在广告中起到的良好效果，进而论述修辞在广告语中的重要作用。
如今現代多媒體技術高度髮達，廣告的形式也越來越多樣。圖像、聲音和文字的有機結閤使得廣告受衆群體越來越大，但要設計成功的廣告，單靠硬件的提升是遠遠不夠的，廣告的創新力、吸引力更多的來自廣告語的層次，所以廣告語中脩辭的精心選用逐漸成為廣告策劃者的重要挖掘點。而本文正是就經典廣告語所採用脩辭格的類型進行歸類整理，併探究脩辭運用在廣告中起到的良好效果，進而論述脩辭在廣告語中的重要作用。
여금현대다매체기술고도발체，엄고적형식야월래월다양。도상、성음화문자적유궤결합사득엄고수음군체월래월대，단요설계성공적엄고，단고경건적제승시원원불구적，엄고적창신력、흡인력경다적래자엄고어적층차，소이엄고어중수사적정심선용축점성위엄고책화자적중요알굴점。이본문정시취경전엄고어소채용수사격적류형진행귀류정리，병탐구수사운용재엄고중기도적량호효과，진이논술수사재엄고어중적중요작용。
With the development of modern multimedia technology, more types of advertisement have been appeared. Combined with images, sound and text,more and more people are attracted by advertisement. In order to design successful advertisement, to simply upgrade hardware is not enough. The levels of advertisement language are decided by innovation and attraction of the advertisement. Therefore, the elaborate choice of figure of speech becomes the key point for the advertisement designers. In the study, the author classifies the types of figure of speech in terms of classic advertising slogans, investigates the effects of figure of speech in advertisement, and then expounds the important role of figure of speech in advertising language.
