随着商品经济的不断发展,广告已成为人们生活中不可或缺的部分。然而,由于广告太多,麻痹了人们的神经,导致多数人对广告视而不见,充耳不闻。因此,要想让广告达到预期的效果,就必须提高广告语言表达的有效性,而运用意境上的修辞则是提高语言表达有效性的最好方法。 With the continuous development of commodity economy, advertising has become an indispensable part of people’s lives. However, due to too much advertising, paralyzing people’s nerves, resulting in the majority of people turned a blind eye to the ads, turned a deaf ear. Therefore, in order to achieve the expected effect of advertising, we must improve the effectiveness of advertising language expression, and the use of artistic rhetoric is to improve the effectiveness of language expression is the best way.