变异修辞学视域下的商业广告语探析

Inquiry into Commercial Advertising Language from the Perspective of Variation Rhetoric

商业广告语是产品或服务功效凝聚化的外显形式,因此,广告设计者积极调动语言因素设计广告语以招徕消费者。变异修辞是其一策略,大致表现为语音、语义、语法三方面变异。从变异修辞学的视角探析商业广告语,不仅能提高消费者的语言审美能力,也增加了广告设计者的创意,具有现实参考价值。

Commercial advertisements are the products or services of the explicit form of agglomerationeffect, therefore, advertisers actively mobilize the linguistic factors design advertisement to attract consumers.The variation rhetoric is one of the strategies, the performance of roughly three aspects of speech, semantic,grammatical variation. From the perspective of variation rhetoric, the analysis of commercial advertising lan-guage does not only improve the consumers＇ language aesthetic ability, but also increases the creativity of ad-vertising designers, and has practical reference value for them.