仿拟在当代广告中的应用及其审美效应研究  

A Study on the Application of Parody in Contemporary Advertising and Its Aesthetic Effects

作　　者：程军 李莉 CHENG Jun;LI Li(School of Literature,Anhui University of Finance&Economics,Bengbu,Anhui,233030)

机构地区：[1]安徽财经大学文学院

出　　处：《齐齐哈尔大学学报（哲学社会科学版）》2019年第12期25-28,共4页Journal of Qiqihar University(Philosophy & Social Science Edition)

基　　金：2019年度国家社科基金一般项目:后现代主义文学戏仿研究(19BZW034)

摘　　要：在当代广告语和广告文案的创作实践中,仿拟手法的运用已经成为一种普遍趋势。根据广告仿拟的语言对象不同,一般分为仿词、仿句、仿篇、仿调等具体的仿拟形式。仿拟在广告中的应用,对于广告受众而言,主要带来两种审美效应:陌生化效应;幽默或喜剧效应。仿拟辞格在当代广告中的大量应用,对传统语言造成了积极的和消极的两方面影响。The use of parody has become a general trend in advertising designing and wording.Parody is generally divided into parodic phrases,parodic sentences,parodic texts,parodic overtones according to the different language objects.The application of parody in advertising mainly brings two aesthetic effects to advertising audiences:defamiliarization effect;humorous or comic effect.The widespread applications of parody in contemporary advertising have exerted at once positive and negative impacts on traditional language.

关 键 词：广告创作手法 仿拟 审美效应 

分 类 号：H136[语言文字—汉语]