模糊修辞在英汉广告语言中的应用  

The Application of Fuzzy Rhetoric in Advertisement Languages

作　　者：李美[1] 

机构地区：[1]山东科技大学外国语学院,山东青岛266510

出　　处：《青岛职业技术学院学报》2010年第2期69-72,共4页Journal of Qingdao Technical College

摘　　要：广告是语言的特殊交流方式,模糊修辞的灵活性和多样性给广告语言表达提供了广阔空间。在英汉广告语言中模糊修辞通过使用模糊性词语、精确性词语、修辞格、模糊引证、模糊性语句和标点符号等构成手段,使表达灵活、自由、简洁,能丰富语言的表达力,能传神表达主客观世界中模糊或无须精确描述的事物和心理等,使受众获得极大的美学享受。Advertisement is the particular means of communication.The ingenuity and diversity of fuzzy rhetoric provide extensive space for the advertisement languages.Fuzzy rhetoric can not only make people express themselves flexibly,freely and accurately,but also can make people express the fuzzy object and mental condition vividly,which sometimes we needn＇t to express accurately,by using fuzzy words and expressions,accurate words and expressions,fuzzy quotation,punctuation and so on.The application of fuzzy rhetorical can give people aesthetic enjoyment.

关 键 词：英汉广告语言 模糊修辞 美学特征 

分 类 号：H315[语言文字—英语]