本文着重分析了饮食广告的不同类型，从诉求方式分类，主要分为理智型 和情感型。接着分析了这两类广告的修辞特征和中外广告的文化内涵。最后分析 了广告的发展和变异规律。通过分析得出结论:现代广告逐渐从单一的理智型或 情感型转向理智型与情感型相结合的表现手法。成功广告应遵循广告效益同消费 者的接受度相一致的原则。

This paper analyzes different types of diet advertisement, from the demands of classification methods, namely rational and emotional type. This was followed by an analysis of the rhetoric of the two types and the cultural connotation Chinese and foreign advertisements . Finally, the development of advertisement and variation. Through the analysis we concludes: Modern advertisement gradually changes from a rational or emotional type to rational and emotional-type combination of tactics. The successful advertisement should follow the principle that the advertisement benefits consist with the acceptance of consumers.