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《Journal of Guizhou University of Engineering Science》 2018-02
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Inquiry into Commercial Advertising Language from the Perspective of Variation Rhetoric

ZHANG Xiao-yu;School of Art, Jiangsu Normal University;  
Commercial advertisements are the products or services of the explicit form of agglomerationeffect, therefore, advertisers actively mobilize the linguistic factors design advertisement to attract consumers.The variation rhetoric is one of the strategies, the performance of roughly three aspects of speech, semantic,grammatical variation. From the perspective of variation rhetoric, the analysis of commercial advertising lan-guage does not only improve the consumers' language aesthetic ability, but also increases the creativity of ad-vertising designers, and has practical reference value for them.
【CateGory Index】: H15
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