广告修辞中的语用学渗透  

Pragmatic Analysis of Rhetoric Devices in Advertisement

作　　者：陶凤[1] 

机构地区：[1]绍兴越秀外国语职业学院,浙江绍兴312000

出　　处：《科技信息》2008年第21期219-219,272,共2页Science & Technology Information

摘　　要：修辞被看作是语言的装饰。为了达到劝说目的,广告人常常会运用各种语言策略,而商业广告的作用大小在很大程度上又取决于修辞运用的恰当与否。本文对广告中的修辞手法进行剖析,来发现修辞与语用学之间的联系。Rhetoric devices are referred to as the decoration of language. In order to reach an end lay persuading, Advertisers offer use all kinds of language strategies to make advertising vivid and original, while the effect of the commercial advertising depends largely on the application of Rhetoric devices. This passage attempts to make an analysis of the Rhetoric from its pragmatic functions, and discovers the link between Rhetoric and pragmatics.

关 键 词：广告语 修辞 语用学 运用 

分 类 号：F713.8[经济管理—广告] N02[经济管理—产业经济]