【摘要】 不论是商业广告，还是公益广告，都会以追求传播效果最大化、接受效果最优化为其目标预期。为此，广告修辞主体（广告拟稿人）必然要在广告的语言文字上经营努力，这便是广告修辞。广告修辞作为一种创造性的语言活动，要想实现其理想的目标预期，就必须遵循一定的基本原则。一般说来，广告修辞需要遵循的基本原则有五条：一是“通俗”，二是“简要”，三是“上口”，四是“入脑”，五是“动心”。更多还原

【Abstract】 An advertisement, be it a commercial one or a public service one, aims at maximizing the communication effect and optimizing the reception effect. For this reason, the subject of advertising rhetoric(the drafter of the advertisement) must inevitably make efforts in the language and text of the advertisement, which is known as advertising rhetoric. Advertising rhetoric, as a creative language activity, must follow certain basic principles in order to achieve its ideal goal expectations. Generally speaking, advertising rhetoric needs to observe as follows: "popularity", "conciseness", "catchiness", "impressiveness" and "desire stimulation".更多还原