Study About The Rhetoric Mirage Of Advertising Language

Rhetoric is a language science that focuses on studying how to improve the effect of language expression. It takes rhetoric activity as research object. In recent years, the rhetoric research has a new improvement. In early 21st century, the publication of the "Generalized Rhetoric" written by Xuechun Tan and Ling Zhu injected new vitality to the rhetoric and formally announced the birth of the generalized rhetoric. For a long time, the research of advertising language is mostly associated with the term study of surface language even if the research about the rhetoric expression has been only confined on the presentation. The generalized Rhetoric develops a new thinking for the research of advertising language. This topic studies the rhetorical mirage of Chinese advertising language from the foundations, implementation approaches, typical cases and the problems that should be paid attention to. It takes a large number of advertising language as the basis and is guided by the theory of generalized rhetoric. This topic combines with psychology, linguistics, sociology and communication studies and some other knowledge. The outline of this article can be summarized as the following eight parts. The introduction presents the meanings of rhetoric mirage, the current status, research significance and research method of the rhetoric mirage of advertising language. What follows are the motivation, approaches and aided methods of realizing the advertising language to create rhetoric mirage.In these parts, some typical cases are taken to support the arguments. In conclusion, we discuss the problems that should be paid attention to and the significance for employing advertising language to create rhetoric mirage.The epilogue briefly elaborates the main contents, research significance, inadequacy and the problems to be solved of this topic.The study about the rhetoric mirage of advertising language is a new perspective, it enhances people's understanding of advertising language. Also it can provide some helps to the advertising language creation of those advertising practitioners. In addition, this topic plays a significant role in increasing people's awareness to the generalized rhetoric and in-depth understanding of this new rhetoric study, that is, rhetoric mirage.