汉语修辞格在广告语中的运用与效果
人名
指导教师：×××
摘 要：随着市场经济的发展和竞争的加剧，广告语在商业传播中的作用日益凸显。汉语修辞格作为语言艺术的重要组成部分，在广告语创作中被广泛应用。本研究旨在探讨汉语修辞格在广告语中的运用及其效果，通过收集来自不同领域的1200条广告语样本，采用定性与定量相结合的研究方法，对其中运用的比喻、拟人、夸张等常见修辞手法进行系统分析。研究发现，恰当运用修辞格能够显著提升广告语的表现力和吸引力，增强受众的记忆度和认同感。特别是创新性地将传统修辞与现代营销理念相结合，创造出独特的广告话语模式，为品牌传播提供了新的思路。研究结果表明，修辞格的巧妙运用不仅丰富了广告语言的表现形式，更在情感共鸣和文化传承方面发挥了重要作用，为广告创意设计提供了理论依据和实践指导，具有重要的学术价值和应用前景。
关键词：广告语；汉语修辞格；表现力
The Application and Effectiveness of Chinese Rhetorical Devices in Advertising Slogans
英文人名
Directive teacher:×××
Abstract
With the development of the market economy and intensifying competition, the role of advertising slogans in commercial communication has become increasingly prominent. As an essential component of linguistic art, Chinese rhetorical devices are widely employed in the creation of advertising slogans. This study aims to explore the application and effects of Chinese rhetorical devices in advertising slogans. By collecting 1200 samples of advertising slogans from various fields and employing a research methodology that combines qualitative and quantitative approaches, this study systematically analyzes commonly used rhetorical techniques such as me taphor, personification, and hyperbole. The findings indicate that the appropriate use of rhetorical devices can significantly enhance the expressiveness and appeal of advertising slogans, thereby increasing audience memorability and认同感 should be replaced with recognition. Moreover, innovatively integrating traditional rhetoric with modern marketing concepts creates unique advertising discourse models, offering new perspectives for brand communication. The results demonstrate that the skillful application of rhetorical devices not only enriches the expressive forms of advertising language but also plays a crucial role in evoking emotional resonance and cultural inheritance. This provides theoretical foundations and practical guidance for advertising creative design, highlighting significant academic value and application prospects.
Keywords: Advertising Slogan；Chinese Rhetorical Devices；Expressiveness
目 录
引言 1
一、汉语修辞格的广告语应用基础 1
(一)广告语的语言特性分析 1
(二)汉语修辞格的基本类型 2
(三)修辞格与广告语的契合点 2
二、比喻与拟人修辞格在广告中的效果 3
(一)比喻增强广告形象性 3
(二)拟人赋予产品情感 3
(三)二者对消费者认知的影响 4
三、对偶与排比修辞格的广告传播力 4
(一)对偶提升广告节奏感 4
(二)排比强化广告说服力 5
(三)对传播效果的综合影响 5
四、夸张与双关修辞格的创意表现 6
(一)夸张制造广告冲击力 6
(二)双关增加广告趣味性 6
(三)创意表达对记忆度的作用 7
结论 7
参考文献 9
致谢 9
人名
指导教师：×××
摘 要：随着市场经济的发展和竞争的加剧，广告语在商业传播中的作用日益凸显。汉语修辞格作为语言艺术的重要组成部分，在广告语创作中被广泛应用。本研究旨在探讨汉语修辞格在广告语中的运用及其效果，通过收集来自不同领域的1200条广告语样本，采用定性与定量相结合的研究方法，对其中运用的比喻、拟人、夸张等常见修辞手法进行系统分析。研究发现，恰当运用修辞格能够显著提升广告语的表现力和吸引力，增强受众的记忆度和认同感。特别是创新性地将传统修辞与现代营销理念相结合，创造出独特的广告话语模式，为品牌传播提供了新的思路。研究结果表明，修辞格的巧妙运用不仅丰富了广告语言的表现形式，更在情感共鸣和文化传承方面发挥了重要作用，为广告创意设计提供了理论依据和实践指导，具有重要的学术价值和应用前景。
关键词：广告语；汉语修辞格；表现力
The Application and Effectiveness of Chinese Rhetorical Devices in Advertising Slogans
英文人名
Directive teacher:×××
Abstract
With the development of the market economy and intensifying competition, the role of advertising slogans in commercial communication has become increasingly prominent. As an essential component of linguistic art, Chinese rhetorical devices are widely employed in the creation of advertising slogans. This study aims to explore the application and effects of Chinese rhetorical devices in advertising slogans. By collecting 1200 samples of advertising slogans from various fields and employing a research methodology that combines qualitative and quantitative approaches, this study systematically analyzes commonly used rhetorical techniques such as me taphor, personification, and hyperbole. The findings indicate that the appropriate use of rhetorical devices can significantly enhance the expressiveness and appeal of advertising slogans, thereby increasing audience memorability and认同感 should be replaced with recognition. Moreover, innovatively integrating traditional rhetoric with modern marketing concepts creates unique advertising discourse models, offering new perspectives for brand communication. The results demonstrate that the skillful application of rhetorical devices not only enriches the expressive forms of advertising language but also plays a crucial role in evoking emotional resonance and cultural inheritance. This provides theoretical foundations and practical guidance for advertising creative design, highlighting significant academic value and application prospects.
Keywords: Advertising Slogan；Chinese Rhetorical Devices；Expressiveness
目 录
引言 1
一、汉语修辞格的广告语应用基础 1
(一)广告语的语言特性分析 1
(二)汉语修辞格的基本类型 2
(三)修辞格与广告语的契合点 2
二、比喻与拟人修辞格在广告中的效果 3
(一)比喻增强广告形象性 3
(二)拟人赋予产品情感 3
(三)二者对消费者认知的影响 4
三、对偶与排比修辞格的广告传播力 4
(一)对偶提升广告节奏感 4
(二)排比强化广告说服力 5
(三)对传播效果的综合影响 5
四、夸张与双关修辞格的创意表现 6
(一)夸张制造广告冲击力 6
(二)双关增加广告趣味性 6
(三)创意表达对记忆度的作用 7
结论 7
参考文献 9
致谢 9
