论央视广告的语言艺术

论央视广告的语言艺术摘要 随着社会经济的不断发展，五花八门的广告层出不穷，广告由于其载体的特殊性，对我国语言的创新和发展有着深远的影响。本文以央视广告为例，论述央视广告语言在词语遣用、句式选择以及修辞手法的运用等几个方面的特色，认为央视广告语言用词严谨规范，多用中性词和褒义词，用句偏好对话句和祈使句，通过分析其广告语言的艺术性，为我国广告从业者提供借鉴，也为我们日常语言的使用起到指导作用。关键词 央视广告 语言艺术 修辞艺术On the language art of CCTV advertisementAbstract With the continuous development of social economy, various kinds of advertisements emerge in an endless stream. Because of the particularity of its carrier, the use of advertising language has a far-reaching impact on the innovation and development of Chinese language. This paper, taking CCTV advertising as an example, discusses the characteristics of CCTV advertising language in terms of word dispatch, sentence pattern selection and rhetorical devices. It holds that CCTV advertising language is strictly standardized in terms of words, mostly neutral words and commendatory words, preferring dialogue sentences and imperative sentences with sentences, and analyzes the artistry of its advertising language To provide reference for our advertising practitioners and guide our daily language use.Key words CCTV advertising language art rhetoric art目 录引 言..............................................................................................................................................1一、广告语言的基本特征...............................................................................................................1（一）语言规范严密...............................................................................................................2（二）语言准确到位..........................................................................................................