广告作为一种独特的文体,在众多商业宣传方式中独树一帜,其变化多端的语言特点,一直为人们所津津乐道。纵观众多广告,比喻、双关、排比、拟人等修辞手法被广告设计者广为使用,目的是要用别出心裁的语言形式把特定的产品或服务的相关信息传递给广告受众。 As a unique style of writing, advertising is unique in many ways of commercial promotion. Its varied language features have always been remembered by people. Throughout many ad, metaphor, pun, parallelism, anthropomorphic and other rhetorical devices are widely used by advertising designers, the purpose is to use ingenious language to the specific product or service related information to the audience.