广告是一门艺术。商品广告的主要功能是吸引消费者、说服他们购买某一种商品。在商品丰富的现代社会,广告如果只提供价格、品牌等信息,很难吸引消费者,要达到目的,就必须在文字上下工夫。广告语堪称广告的灵魂,在广告作品中起着非常关键的作用。在丰富多彩的广告世界中,那些凝练、精美、隽永的广告语让人过目难忘、印象深刻。广告语要达到这样的效果,就必须使用一定的修辞手法。 Advertising is an art. The main function of merchandising is to attract consumers and persuade them to buy a certain product. In a modern society rich in goods, if advertisements only provide information on prices, brands, etc., it is difficult to attract consumers. To achieve the goal, it is necessary to work hard on the text. Advertising slogans can be called the soul of advertising and play a key role in advertising works. In the rich and colorful advertising world, those concise, exquisite and timeless slogans are unforgettable and impressive. To achieve this effect, advertising language must use certain rhetorical devices.