在当今社会,对于某种商品而言,广告无疑是最有效的推销方式。而对于一个广告而言,广告语无疑是其核心组成部分。而作为广告语,只有成功的引发了受众的购买欲,促成了受众的购买行为,才能够被称为是成功之作。就这一点而言,修辞策略的运用至关重要。广告语言的修辞策略包括许多方面的内容,诸如经营、情感、文字、风格等。 In today’s society, advertising is undoubtedly the most effective way of marketing a product. For an advertisement, the slogan is undoubtedly a core component. And as a slogan, only the success of the audience triggered the purchase desire, contributed to the audience’s buying behavior, can be called as a success. In this regard, the use of rhetorical strategies is crucial. The rhetorical strategy of advertising language includes many aspects, such as management, emotion, writing, style and so on.