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 ofadvertisements 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 anddevelopment of Chinese language.This paper,taking CCTV advertising as an example,discusses the characteristics of CCTV advertising language in terms of word dispatch,sentence pattem selection and rhetorical devices.It holds that CCTV advertisinglanguage is strictly standardized in terms of words,mostly neutral words andcommendatory words,preferring dialogue sentences and imperative sentences withsentences,and analyzes the artistry of its advertising language To provide reference forour advertising practitioners and guide our daily language use.Key words CCTV advertising language art rhetoric art目录1一、广告语言的基本特征1(二)语言准确到位，.3(三)语言简明易懂….4(四)语言生动形象，二、央视广告语言的用词艺术5(一)用词严谨正式…(二)常用中性词和褒义词…(三)多用第二人称代词…(四)富有民族特色的成语…1.直接引用…82.间接引用…三、央视广告语言的用句艺术.9(一)对话体的使用…10(二)形成心理暗示的祈使句.…10四、央视广告语言的修辞艺术….11(一)活用比拟，生动形象11(二)巧使比喻，以形传神…113.借喻…(三)叠加排比，增强气势12(四)幽默的双关和对偶.参考文献致谢…