广告语中的修辞

如今现代多媒体技术高度发达，广告的形式也越来越多样。图像、声音和文字的有机结合使得广告受众群体越来越大，但要设计成功的广告，单靠硬件的提升是远远不够的，广告的创新力、吸引力更多的来自广告语的层次，所以广告语中修辞的精心选用逐渐成为广告策划者的重要挖掘点。而本文正是就经典广告语所采用修辞格的类型进行归类整理，并探究修辞运用在广告中起到的良好效果，进而论述修辞在广告语中的重要作用。

Figure of Speech in Advertisement

With the development of modern multimedia technology, more types of advertisement have been appeared. Combined with images, sound and text,more and more people are attracted by advertisement. In order to design successful advertisement, to simply upgrade hardware is not enough. The levels of advertisement language are decided by innovation and attraction of the advertisement. Therefore, the elaborate choice of figure of speech becomes the key point for the advertisement designers. In the study, the author classifies the types of figure of speech in terms of classic advertising slogans, investigates the effects of figure of speech in advertisement, and then expounds the important role of figure of speech in advertising language.