目 录摘 要..................................................IAbstract....................................................................................................II引 言....................................................................................................11 电视广告文案概述.................................................................................21.1 概念综述......................................................................................21.1.1 广告的概述.......................................................................21.1.2 广告文案的概述...............................................................21.1.3 电视广告文案的概述.......................................................31.2 广告文案的理论依据..................................................................41.3 电视广告文案的意义..................................................................41.4 修辞手法对广告文案的作用和影响..........................................51.4.1 对广告价格的影响...........................................................51.4.2 对广告产品的影响...........................................................51.4.3 对广告品牌的影响...........................................................61.4.4 小结...................................................................................62 广告文案中部分修辞手法的分类与实际运用.....................................62.1 突出性广告修辞（案例分析）..................................................62.1.1 明喻...................................................................................72.1.2 对比...................................................................................72.1.3 夸张...................................................................................82.2 暗示性广告修辞（案例分析）..................................................92.2.1 暗喻...................................................................................92.2.2 反复............................
