英语广告口号中头韵修辞探微  

Alliteration in English Advertising Slogans

作　　者：布占廷[1] 

机构地区：[1]青岛大学师范学院,山东青岛266071

出　　处：《东方论坛（青岛大学学报）》2010年第2期73-77,共5页Eastern Forum（JOURNAL OF QINGDAO UNIVERSITY）

基　　金：青岛大学师范学院青年科研基金"英语广告口号中的头韵修辞"的部分研究成果

摘　　要：为达到最佳宣传效果,广告口号中大量运用头韵的修辞手法。头韵修辞可细分为词首辅音的重复、词首辅音连缀的重复等七个次类。同时,构成头韵的辅音多用力量强的爆破音、摩擦音等,具有一定的语音象征性。头韵修辞的大量应用有助于实现广告的AIDA原则,即引起注意、保持兴趣、产生欲望和激发行动。Rhetorical devices such as alliteration are widely employed in the advertising slogan to maximumize its promotion effects.Alliteration in the advertising slogan can be divided seven subtypes such as the repetition of initial consonants,the repetition of initial consonantal groups.Meanwhile,consonants used for alliteration are mainly explosives and fricatives which have strong sound effects.The frequent occurennce of alliteartion in the advertising slogan proves fruitful in realizing advertising’ s AIDA principle,that is,attract attention,hold interest,arouse desire and stimulate action.

关 键 词：英语广告口号 头韵 AIDA原则 

分 类 号：H315[语言文字—英语]