This paper explores the rhetorical devices employed in contemporary Chinese advertising slogans, focusing specifically on metaphor, parallelism, and hyperbole. As advertising increasingly combines linguistic creativity with commercial persuasion, these rhetorical techniques play a central role in shaping consumer perception and emotional response. Through selected examples from well-known Chinese brands—including Huawei, Mengniu, Haier, and Nongfu Spring—the study analyzes how metaphor transforms abstract product qualities into vivid imagery; how parallelism enhances rhythm, clarity, and memorability; and how hyperbole strengthens emotional impact by magnifying product attributes. The research demonstrates that these rhetorical strategies reflect both modern marketing logic and traditional Chinese aesthetic preferences. By examining their linguistic functions and persuasive effects, the paper contributes to a deeper understanding of stylistic features in Chinese advertising, offering insights relevant to discourse analysis, cross-cultural communication, and digital marketing studies.

Chinese advertising, metaphor, parallelism

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