生活处处皆语文。生活中无处不在的广告文案,就是语文的随机运用,然而,无需讳言,有相当多的广告说辞充满浓重的叫卖气息,丝毫不讲究创意,既无文采又无文化;有的甚至赤膊上阵,大打低级趣味的擦边球来吸引受众眼球,以致成了文化污染源,成为社会公害。这样的广告说辞,让人见而生厌,其预期的诉求效果就可想而知了。其实,对于广告宣传来说,说辞的创意至关重要。美国著名广告理论 Life is full of languages. However, there is no denying that there are quite a few advertisements full of strong selling sentiment, no creativity at all, neither literary nor cultural; some are even unprepared and big Playing low-grade edge grasps to attract the attention of the audience, which has become a source of cultural pollution, a public nuisance. This ad rhetoric, people see and annoy, the expected appeal of the effect can be imagined. In fact, for advertising, rhetorical creativity is crucial. American famous advertising theory