现代汉语中的广告语言修辞分析

摘要：随着市场经济的蓬勃发展，广告已成为现代社会不可或缺的一部分。现代汉语广告语言以其独特的修辞手法和深刻的文化内涵，对消费者产生着深远的影响。本文旨在深入探讨现代广告中的语言修辞策略和文化价值观传递机制，以及这些策略如何影响受众心理和行为。通过分析比喻、隐喻、夸张等修辞手法在广告中的应用，揭示了广告语言如何构建意象、深化内涵并强化效果。同时，考察了广告语言如何传递消费主义、社会责任、民族文化等价值观念，并通过性别角色的塑造影响身份认同。此外，文章还分析了受众认知、情感与行为之间的关联，以及说服策略如何促进态度改变，强调了批判性思维在辨识广告语言中的重要性。本研究不仅丰富了广告语言学的理论框架，也为广告实践提供了有价值的参考，同时对提升公众媒介素养具有重要的现实意义。

关键词：广告语言；修辞手法；文化价值观

Abstract:With the vigorous development of market economy, advertising has become an indispensable part of modern society. Modern Chinese advertising language, with its unique rhetoric and profound cultural connotation, has a profound impact on consumers. The purpose of this paper is to explore the language and rhetoric strategies and the transmission mechanism of cultural values in modern advertising, and how these strategies affect audience psychology and behavior. By analyzing the application of me taphor, me taphor, exaggeration and other rhetorical devices in advertisement, this paper reveals how advertisement language constructs image, deepens connotation and strengthens effect. At the same time, it examines how advertising language transmits values such as consumerism, social responsibility and national culture, and influences identity through the shaping of gender roles. In addition, the article also analyzes the relationship between audience cognition, emotion and behavior, and how persuasion strategies promote attitude change, emphasizing the importance of critical thinking in recognizing advertising language. This study not only enriches the theoretical fr amework of advertising linguistics, but also provides a valuable reference for advertising practice, and has important practical significance for improving public media literacy.

Key words：Advertising language; Rhetorical devices; Cultural values

摘要 1

Abstract 1

1 绪论 3

1.1研究背景和意义 3

1.2国内外研究现状 3

1.3研究内容与方法 4

2.现代广告语言概述 4

2.1广告语言的定义与功能 4

2.1.1广告语言的定义 4

2.1.2广告语言的功能 4

2.2现代广告的分类及其语言特征 4