汉语讲究运用修辞手段去增强语言的生动性、形象性与趣味性,以更好地表现主题。非常有趣的是,如果让修辞超越语言范畴,我们会在现代广告创意中体味到丰富的修辞意味。夸张具象的夸张:德国法兰克福近郊皇后饭店的底层树立着一只色彩鲜艳的大酒瓶,这只夸张的酒瓶比成人还高,它吸引了大量顾客;瑞士一家钟表厂的钟表模型广告,直径大到16米,重6吨, Chinese emphasizes the use of rhetorical devices to enhance the vividness, image and interest of the language in order to better express the theme. What is very interesting is that if we let rhetoric transcend linguistic categories, we will appreciate the rich rhetorical meaning of modern advertising. Exaggerated exaggerated image: the bottom of the hotel in the suburbs of Frankfurt, Germany, set up a colorful bottle, the exaggerated bottle is higher than adults, it attracted a large number of customers; Swiss watch factory watch model ad, diameter Large to 16 meters, weighing 6 tons,