广告标语是一种力求高度浓缩的文体,而修辞作为运用语言的方法、技巧和规律,必然会给广告标语增色添彩。在高度凝练的广告标语中,汉民族的辩证统一、和谐中庸以及善联想取意境等的思维方式得到了很好的体现。本文通过列举实例,并分析其中所运用的修辞手法,透视了汉民族在语言运用背后所蕴含的深层次的思维方式。 Ad slogan is a kind of striving to be highly condensed style, and rhetoric as the use of language methods, techniques and laws, is bound to add color to the advertising slogan. In the highly concise advertising slogan, the Han nationality’s dialectical unity, the harmony of the mean and the good association think mood and so on the way of thinking has been well demonstrated. By enumerating the examples and analyzing the rhetorical devices used in the text, the paper reveals the deep-seated ways of thinking that the Han nationality has behind the language use.