论广告语言的“三美”

Three Beauties of Advertising Language

广告语言作为一种功能语言,其主要目的是刺激消费。为了取得最佳的诉求效果,广告语言必须具有较强的艺术美感。广告的语言美主要表现在语音、修辞和语言风格等三个方面。

As a kind of functioning language, the advertising language aims at stimulating consumption. In order to achieve the best demanding effect, the advertising language should carry a strong sense of artistic bear. What kind of advertising language is the language of beauty？ This paper will discuss the beauty of advertising language from the following three aspects： sound, rhetoric and the style.