修辞推论在英汉商业广告中的应用比较  

A Contrastive Study on the Application of Enthymeme in English and Chinese Commercial Advertisement

作　　者：邓漪涟[1] 

机构地区：[1]无锡太湖学院外国语学院,江苏无锡214000

出　　处：《阜阳师范学院学报（社会科学版）》2016年第5期48-52,共5页Journal of Fuyang Normal University：Social Science Edition

摘　　要：在商业广告中,作为修辞者的广告人,通常会使用各种修辞手段来增强广告的说服力。本文拟从修辞学核心之一的修辞推论的角度,通过实证分析,探讨其在英汉商业广告中的表现形式及说服机制的异同,一方面帮助消费者更好地理解广告语言,另一方面为广告的创作方式提供参考。In commercial advertisement, the advertisers, as rhetors, usually adopt figures of speech to enhance the persuasiveness of the advertisement. From the aspect of enthymeme, by analyzing examples, this paper discusses the differences of manifestation and persuasive mechanism of enthymeme in English and Chinese commercial advertisement. It may help consumers have a better understanding of advertisement language, and may provide references for creating advertisement as well.

关 键 词：修辞推论 商业广告 英汉对比 三段论 

分 类 号：H15[语言文字—汉语]