Abstract
In modern society, with the development of the advertising undertakings, advertising language’s unique style has been gradually formed. Among these elaborate advertisements, many of them are aiming at women. This kind of advertisements show originality to use the figures of speech, in order to achieve the goal of marketing products. The use of rhetoric devices brings up a series of linguistic features of female advertising language. This article will focus on analyzing the Chinese and English female business advertising language, which is mainly in the aspect of rhetoric devices and the linguistic characteristics in order to reveal the charm of female advertising language to readers. From the analysis, we will see that rhetoric is the soul of the women advertisements, especially that the use of some figures of speech makes the female advertising language colorful, lively and interesting. By using proper rhetoric devices, the female advertising language owns the linguistic features, such as emotionality, detail-loadedness and implicitness. In this way, it attracts women with charming and beautiful advertising language, which make them take action to achieve the purpose of advertising.
Keywords   rhetoric   female advertising language   rhetoric application   linguistic feature

在现代社会中,随着广告事业的发展,广告的语言也已逐渐形成了自己独特的风格。在这其中存在着不少专门针对女性而精心设计的广告。这类广告为了实现推销产品而独具匠心地运用各种修辞格，通过运用修辞造就了女性修辞中具有的一系列语言特色。本文将主要从其修辞方法及语言特色角度着重分析以女性为对象的中英商业广告语，以此向读者揭示女性广告的语言魅力。经本文针对女性广告语修辞手法的分析，可以看出修辞是女性广告的灵魂，尤其是一系列修辞格的使用，更是使得女性广告语丰富多彩、生动有趣。女性广告中运用适当的修辞手段，使其具有了诸如情感性、注重细节性、含蓄性等语言特色，使广告更具吸引力，优美的广告语言把女性吸引着，让她们采取行动，达到广告的目的。
关键词  修辞   女性广告语   修辞运用   语言特色