广告中的变异修辞  

The Deviated Rhetoric in Advertising

作　　者：赵若彤[1] ZHAO Ruo-tong(Literature Institute, Taiyuan Normal University, Jinzhong 030619, China)

机构地区：[1]太原师范学院文学院,山西晋中030619

出　　处：《太原师范学院学报（社会科学版）》2017年第3期87-89,共3页Journal of Taiyuan Normal University:Social Science Edition

摘　　要：变异修辞是广告中常出现的语用现象。结合语境,研究广告语篇中的变异修辞可以发现,广告商是通过联想,积极地调动语言的形、音、义等一切感性因素制造语义变异或结构变异,从而达到使广告语言更富有创意,最大程度地吸引消费者的商业目的的。Deviated rhetoric is a common pragmatic phenomenon in advertising. Advertisers actively the factors of language by association, such as the form, sound and meaning to create the semantic structure variation to make the advertisement more creative so as to attract more consumers.

关 键 词：变异修辞 广告 形 音 义 

分 类 号：H152[语言文字—汉语]