杜撰词在英语广告中运用的理论依据与效果  

The Theoretical Basis and Effect of Nonce Words' Application in English Advertisements

作　　者：董莉荣[1] 

机构地区：[1]肇庆学院外国语学院,广东肇庆526061

出　　处：《遵义师范学院学报》2014年第3期44-47,共4页Journal of Zunyi Normal University

摘　　要：杜撰词是对英语语言的创造性使用,零度偏离理论、关联理论和"陌生化"理论为杜撰词在英语广告中的运用提供了理论依据。杜撰词用于英语广告,突出了广告的审美功能、注意价值和陌生化效应,可以使广告取得出其不意的修辞效果。Nonce word is a creative use of English language. The application of nonce words in English advertisements is based on Theory of Degree Zero and Deviation, Relevance Theory and Defamiliarization Theory. Nonce words＇ application foregrounds the aesthetic function, the value of attention and the de familiarization effect, which leads to an unexpected rhetorical effect in English advertisements.

关 键 词：杜撰词 英语广告 零度偏离理论 关联理论 陌生化理论 

分 类 号：H313[语言文字—英语]