在人类文明的进程中,公益广告自产生之日起便一直担负着净化人们心灵、陶冶人们情操、增强人们社会责任心及使命感的重任。而广告词是公益广告的核心与灵魂,写好广告词,无疑会大大增强公益广告的传播力度。恰当使用修辞手法,能使公益广告的语言平淡中显瑰奇、凝重中见轻盈,增强吸引力和感染力,从而激发公众情感,引发公众强烈的心理共鸣,并进而自觉、自愿地接受 In the process of human civilization, public service advertisements have been shouldering the heavy responsibility of purifying people’s souls, cultivating people’s sentiments and enhancing people’s sense of social responsibility and mission since their creation. The ad is the core of public service ads and souls, write the ad, will undoubtedly greatly enhance the dissemination of public service ads. Appropriate use of rhetorical devices, can make the language of public service advertisements plain, revealing light, dignified appeal and appeal, thus stimulating public sentiment, triggering a strong public psychological resonance, and then consciously and voluntarily accept