The Research On The Variation Of Food Advertising Language From The Perspective Of Rhetoric

In this paper,the phenomenon of language variation in food advertising language is taken as the research object.Based on the rhetoric point of view,it is divided into four chapters to discuss and analyze the variation of food advertising language,in order to reflect the characteristics of the variation of food advertising language and explore the causes of its variation.The study of the first three chapters is based on the three elements of language-phonetics,vocabulary and grammar.The first chapter mainly discusses the variation of food advertising language's phonetic,starting from the homophonic variation,reduplication variation and phonetic variation of three,analysis of how businesses use voice variation means to achieve the desired effect of publicity.The second chapter focuses on the variation of vocabulary in food advertising language,and analyzes the characteristics of lexical variation in food advertising from two aspects: word form variation and word meaning variation.The third chapter is the grammatical variation from the food advertising language,which is embodied in three aspects of the active use of words,the supernormal collocation and the change of the word order.The fourth chapter focuses on the existing food advertising language materials,and concludes the characteristics of "food advertising slogan variation",such as "times","pertinence" and "flexibility".On the basis of the theory of acceptance of rhetoric,this paper summarizes the reasons for the variation of advertising language from three aspects of the subject of acceptance,the object of acceptance and the context of acceptance.