Analysis of the commonly used rhetoric in food advertising language

Abstract

With the increasing development of Chinese economy, commercial advertisements could be said to get closer to our life. And unique and insightful advertising language is the core power of advertisements, if it used proper will enable consumers to understand and impress on the goods, especially food advertising which is closely related to our life. Then using rich rhetoric is an important tool for the use of advertising language. It is based on this point, we will focus to food advertising language rhetoric. In this paper through the analysis of food advertising language commonly used rhetorical devices, such as metaphor, exaggeration, pun, anadiplosis and rhetoric of figures of speech used in food advertising language, and further analysis and repair the use of figures of speech of this type of advertising has played the role of, help us better understand advertising language connotation, deepen our understanding for the repair of figures of speech and action.