英语广告的修辞艺术

发布时间：2018-04-12 07:53

本文选题：广告 + 修辞　；参考：《沧州师范专科学校学报》1999年03期

【摘要】：广告作为一种语言,逐步形成了一种独立的文体,已经构成语言运用和信息交流中的重要的组成部分。广告的直接目的是传播信息,沟通产销,指导消费,扩大市场,推销商品。基于这种特殊的社会功能,广告语言在文字上要言简意赅,生动有趣;在风格上要新颖别致,独具匠心;在修辞上要变化多端,耐人寻味,在社会效果上要吸引力强,针对性强,说服力强。为了使广告具有以上表现力,英语广告经常使用各种修辞格来增强语言的艺术性和感染力。本文作者选取明喻、暗喻、双关、仿拟、夸张、拟人、对照、重复等8种广告中使用最频繁的修辞格,运用大量例证,对英语广告的修辞格艺术及其语言风格,文体色彩,美学价值进行了深入的分析。
[Abstract]:As a language, advertising has gradually formed an independent style, which has become an important part of language use and information exchange.The direct purpose of advertising is to spread information, to communicate production and marketing, to guide consumption, to expand the market, and to promote goods.Based on this special social function, advertising language should be concise, vivid and interesting in words, novel and unique in style, varied in rhetoric, thought-provoking, and attractive in social effects.Strong pertinence and persuasion.In order to make advertisements have the above expressive power, English advertisements often use various rhetoric Ge Lai to enhance the artistic and appeal of language.The author selects the most frequently used rhetorical devices in eight kinds of advertisements, such as similes, metaphors, pun, parody, exaggeration, personification, contrast and repetition, and applies a large number of examples to illustrate the rhetorical art, language style and stylistic color of English advertisements.The aesthetic value is deeply analyzed.
【作者单位】：廊坊师专外语系
【分类号】：H315

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