修辞格在英语广告中的运用  

The Application of Stylistic Devices in Advertising English

作　　者：王徽英[1] 

机构地区：[1]广东技术师范学院,广东广州510400

出　　处：《广东经济管理学院学报》2006年第6期72-76,共5页Journal of Guangdong Institute of Business Administration

摘　　要：广告已成为宣传和推销产品与服务的重要手段和现代生活的重要信息来源。广告文案作者在制作广告的过程中,常常借助各种修辞方式使广告语言生动形象、幽默诙谐、新颖别致,富有智慧。好的广告语言能使人们在赏心悦目的同时接受广告所传递的商品信息,达到广告所诉求的目的。常用于英语广告中的修辞格有:双关、仿似、夸张、押韵、拟人、比喻、重复和对照。Advertisement has become an important source of information in daily lite as well as an essential means to publicize and market products and services. Stylistic devices are widely used to make advertising words vivid, humoristic, elegant and full of wisdom. Appealing advertising words can make people accept the information they convey. The stylistic devices frequently appearing in advertisements are pun, parody, hyperbole, alliteration, personification, simile, metaphor, repetition and antithesis, etc.

关 键 词：英语广告 修辞格 解读 

分 类 号：H14[语言文字—汉语]