Food advertising language not only needs to pay attention to the simplicity and vividness of the language, but also needs to strengthen the accurate expression of pronunciation, vocabulary and grammar in order to present the content to consumers intuitively. In general, the first requirement to strengthen the accurate expression of food advertising language is to use words with very high accuracy. Most advertising languages will choose the most appropriate words according to their own product characteristics, instead of using some empty, big and empty words. Usually, the use of accurately expressed words can enhance consumers' trust in advertisements. Secondly, the phonetic training of food advertising language is built around rhyming, flat and homophonic, which can present catchy expression effect for advertising language, thus enriching the readability of advertising language. Finally, there should be no grammatical errors in food advertising language, and the correct use of grammatical expressions can fully show the effect of product connotation.
In food advertising language, not all rhetorical devices are applicable to any product. Generally speaking, it is necessary to choose the corresponding rhetorical devices according to the product content, so as to give full play to the maximum value of rhetoric in food advertising language and truly show the product characteristics to consumers, so it is necessary to choose the appropriate rhetorical devices. First of all, food is getting more and more miscellaneous and looks messy, but there are still many similarities, which can be divided into categories, which is also one of the applicable laws of rhetoric in the choice of language in many food advertisements. There are many kinds of food, and when advertising language uses rhetoric, it will choose appropriate rhetorical devices according to the specific characteristics of food. For example, the food for the elderly mainly focuses on the demand of "nutrition", so the rhetorical embodiment in advertising language should express "nutrition"; Infant food needs to focus on "safety", so the rhetoric in advertising language should express "safety"; Snack products focus on the demand of "delicious", so the rhetoric in advertising language should express "delicious", that is, by choosing different rhetorical devices according to the characteristics and needs of different products. Secondly, food advertisements will choose different rhetorical devices according to the characteristics of consumer groups. Consumer groups can be divided into children, young people, middle-aged and elderly people. After dividing according to the crowd, the main consumers of food should be the main body to choose the appropriate advertising language, such as children's consumer groups, who have rich imagination and are more likely to be attracted by fresh, strange, interesting and lovely product content, so they can choose personification and figurative rhetoric; Young consumers, with a strong youthful atmosphere and their own personality, are easily attracted by some exaggerated things, so they can use exaggerated words; Middle-aged and elderly people tend to pursue stable and cost-effective content, and they also have fixed thinking about products, which need to be recognized through repeated publicity. At this time, repeated and comparative rhetoric can be adopted. It is also a common way to choose different rhetorical devices through the characteristics of different consumer groups. Finally, food advertisements will choose appropriate rhetoric according to different media. For example, when TV plays advertising slogans, it will also be mixed with movies and sounds. At this time, the advertising language should combine pictures and sounds to form a reasonable advertising environment, and appropriate rhetorical devices can integrate the three, so that the advertisement can present the effect of illustrated pictures and harmonious sounds.
Pay attention to the combination of innovation and creation.
Everything will change with the passage of time, innovation has become the driving force of things, and food advertising language cannot violate this law. There are many innovative ideas in food advertising language, but it is valuable to combine them at the same time. Innovation is different, and creativity means having novel ideas and creativity, and combining the two can create new content. Advertising language needs constant innovation, combining innovation and creativity on the basis of reasonable rhetoric, so as to obtain subversive traditional advertising language, which is also the ultimate realm of food advertising language. In specific applications, many businesses will skillfully use rhetorical devices to arouse consumers' association and skillfully construct interesting and novel food advertisements. In a word, innovative food advertising language can establish the connection between audience and advertising language, and is good at using various rhetorical devices and artistic expressions to enrich and strengthen the expressive force and vitality of advertising language.