随着我国国民经济的迅速发展,广告事业也日趋繁荣起来。广告不但在促进生产、搞活流通、传播信息方面发挥了重要作用,而且也为人们的日常生活增添了色彩,很多广告作品以其颇具匠心的新奇性、艺术性给人以很高的艺术享受。 要使广告收到较好的宣传效果,广告作品的语言必须精雕细琢,刻意求新。引用作为一种修辞手段,越来越广泛地运用到广告语言之中,而且在引用方式上变化多端,异彩纷呈。 广告中的引用内容,主要是成语、惯用语等人们非常熟悉的语句,作者巧妙地把广告的主要信息内容镶嵌或连接在引用的语句上,造成独特的艺术效果,达到宣传的目的。 With the rapid development of our national economy, the advertising business is also increasingly prosperous. Advertising not only plays an important role in promoting production, enlivening circulation and disseminating information, but also adds color to people’s daily life. Many advertisements enjoy artistic enjoyment with its originality and artisticness. To make the advertising received good publicity, the language of advertising works must be crafted, deliberately new. Citation as a rhetorical device, more and more widely applied to the language of advertising, but also in the reference changes in the way, colorful. The citation content in advertisements is mainly idioms, idioms and other people are very familiar with the statement, the author ingeniously inlaid or connected to the main message of the content in quoted statements, resulting in a unique artistic effect, to achieve the purpose of publicity.