现代社会的广告铺天盖地,令人眼花缭乱,想要在芸芸竞争对手中脱颖而出,修辞功不可没。按照亚里士多德的修辞观,修辞是以进行成功劝说为目的,广告以说服消费者实施购买行为为己任,二者皆具明显的功利性,因此广告中必然无处不见修辞的身影。一则成功的广告,其语言擅于运用修辞吸引注意力、讨人喜欢、勾起兴趣、易于记 Advertisements in modern society are overwhelming and dazzling, and you want to stand out among your competitors. According to the rhetorical view of Aristotle, rhetoric aims at persuading people to succeed. Advertisements persuade consumers to take purchase as their own responsibility. Both of them have obvious utilitarian features. Therefore, rhetoric must be everywhere in advertisements. A successful advertisement, its language is good at using rhetoric to attract attention, pleasing, arousing interest, easy to remember