本文以王希杰的《修辞学导论》中关于语言得体性原则和偏离理论为参照系,考察了成都市内楼盘广告语言的不规范现象。作者认为在当下社会话语系统背景下,楼盘广告语言对语义的反叛,对语法的强暴,以及对日常生活语言和审美的遮蔽,这些不规范现象已经成为一个普遍的文化模式。 This article takes Wang Xi-jie’s “Introduction to Rhetoric” about the principle of language decency and deviation theory as reference frame to examine the non-standardization of advertisement language in real estate in Chengdu. The author believes that under the current social discourse system background, real estate advertising language rebellion against semantics, grammatical violence and the daily life language and aesthetic cover, these non-standard phenomenon has become a universal cultural model.