| 广告语中仿拟修辞探析 |
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| 引用本文： | 张利莹.广告语中仿拟修辞探析[J].怀化学院学报,2006,25(11):133-135. |
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| 作者姓名： | 张利莹 |
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| 作者单位： | 湖南水利水电职业技术学院,湖南,长沙,410131 |
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| 摘 要： | 仿拟是对常规语言的违反,是一种有效的修辞手段,给人以新奇感、幽默感,因此备受广告制作者的青睐。本文分别从语用、认知和语境角度分析了广告语中仿拟的修辞功能、生成和解读过程,并运用相关理论,探讨广告语中仿拟如何取得最佳语境效果。
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| 关 键 词： | 广告语 仿拟 语境 |
| 文章编号： | 1671-9743（2006）11-0133-03 |
| 收稿时间： | 2006-10-09 |
| 修稿时间： | 2006年10月9日 |
On the Imitations in the Advertisement Words |
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| ZHANG Li-ying.On the Imitations in the Advertisement Words[J].Journal of Huaihua University,2006,25(11):133-135. |
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| Authors: | ZHANG Li-ying |
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| Abstract: | The imitation is one effective rhetoric method which violates conventional language.Because of its novelty and humor,the article analyzes the rhetoric function,generation and interpretation process of the imitation in the language usage,the cognition and the context respectively.With the correlative theory,the author discusses how to obtain the best context effect in imitation of the advertisement words. |
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| Keywords: | the advertisement words imitates the context |
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