韩国公益广告语言的辞格探析  

Analyses on the Figures of Speech in Korean Public Service Advertising Language

作　　者：孟丽 MENG Li(Communication University of Nanjing,Nanjing Jiangsu,211172,China)

机构地区：[1]南京传媒学院,江苏南京211172

出　　处：《文化创新比较研究》2021年第31期125-128,150,共5页Comparative Study of Cultural Innovation

摘　　要：公益广告具有价值导向、教化和文化传播的重要功能。为了更好地发挥这些功能,公益广告会使用各种辞格以使语言表达更加生动形象、简明得体、富有感染力。该文以韩国放送广告振兴公社官网上登载的平面公益广告为对象,依据韩语修辞学中的比喻法、强调法、变化法对公益广告文本中的辞格及其修辞效果进行探析,以期加深韩语学习者对公益广告语言的理解,更好地了解韩国社会与文化。Public-service advertisement(PSA)has the important functions of value orientation,cultivation and cultural transmission.In order to better give full play to these functions,various figures of speech(FoS)are used in PSA to make language expressions more vivid,concise and appropriate,and infectious.This paper uses print PSAs published on the official website of Korea Broadcast Advertising Corporation as objects and analyzes the FoS and their rhetorical effect in the PSA text based on the methodologies of metaphor,emphasis and sentence variations in Korean rhetoric so as to deepen learners'understanding in Korean PSA language and FoS and that they could better understand Korean society and culture.

关 键 词：韩国公益广告 辞格 比喻法 强调法 变化法 

分 类 号：G642[文化科学—高等教育学]