| 香港电视广告语言的修辞特色 |
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| 引用本文： | 梁慧敏.香港电视广告语言的修辞特色[J].江西师范大学学报(哲学社会科学版),2012,45(2):90-94. |
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| 作者姓名： | 梁慧敏 |
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| 作者单位： | 香港教育学院中文系,香港特别行政区,999077 |
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| 基金项目： | 香港教育学院中文系研究基金资助项目“新兴语体与修辞教学研究——香港广告的语体风格”(编号AA58) |
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| 摘 要： | 修辞离不开我们的生活,现在香港语文科里的修辞教学只用课文和文学为例而忽略了日常习见的例子,这难免给人枯燥死板的感觉。文章拟就香港电视广告进行实例探讨,以现代修辞学理论内的＂积极修辞＂为出发点,阐述电视广告里较常使用的五种修辞手法,包括夸张、双关、比拟、反复、对偶,并指出由于地缘环境与时代背景的关系,香港电视广告呈现粤方言与英语大量使用的现象,而且没有减少的趋势。
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| 关 键 词： | 香港 电视广告 修辞 教学 |
The Rhetorical Features of TV Advertising Language in Hong Kong |
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| Institution: | LEUNG Waimun(Department of Chinese,The Hong Kong Institute of Education,Hong Kong SAR 999077,China) |
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| Abstract: | Rhetoric features are commonly found in everyday speech.However,the current teaching of Chinese rhetoric at Hong Kong schools is always merely associated with the examples of textbooks and literature,which are considered boring and dull.From the perspective of modern rhetorical theory,this paper discusses the five common rhetorical devices based on the speech examples of television advertisements,and explains the common phenomenon of using both Cantonese and English in television advertising language is due to the geographic environment and historical background in Hong Kong. |
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| Keywords: | Hong Kong television advertisements rhetoric teaching |
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