英汉广告同音词及其语用修辞功能研究  

On Homonyms and Their Rhetorical Functions in English and Chinese Advertisements

作　　者：田晨旭[1] 

机构地区：[1]亳州师范高等专科学校外语系,安徽亳州236800

出　　处：《淮海工学院学报（人文社会科学版）》2014年第9期53-57,共5页Journal of Huaihai Institute of Technology(Humanities & Social Sciences Edition)

基　　金：亳州师范高等专科学校科研课题(BSKY201103);安徽省高等学校省级质量工程项目(2013GXK107)

摘　　要：英汉广告语篇中,通常使用同音词的听觉与视觉功效来增强广告的注意价值和记忆价值。在界定同音词的基础上,分析了英汉广告同音词的类型,并运用语言学相关理论,探讨了英汉广告同音词的新奇幽默、陌生化效应、简洁经济等语用修辞效果,旨在帮助读者理解、掌握并灵活运用这一语言形式。Homonym is used to enhance the attention value and memory value by its auditory and visual effects in English and Chinese advertisements.This paper defines homonym,analyzes its classification, and uses relevant linguistic theories to explore its rhetorical functions of novelty,humor,defamiliarization and brevity in English and Chinese advertisements,helping readers better understand and master homo-nyms and improving their English and Chinese language learning.

关 键 词：英汉广告 同音词 语义场理论 陌生化理论 省力原则 

分 类 号：H315[语言文字—英语] H15