| 论广告语言的负面修辞 |
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| 引用本文： | 詹秀华.论广告语言的负面修辞[J].南通师范学院学报,2010(6):131-136. |
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| 作者姓名： | 詹秀华 |
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| 作者单位： | 电子科技大学中山学院人文社科系,广东中山528400 |
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| 基金项目： | 广东省哲学社会科学十五规划课题（03104H1-001） |
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| 摘 要： | 我国广告事业快速发展,但广告语言却陷入了修辞困境：一方面广告语中运用的修辞手段层出不穷,不断翻新,广告语制造修辞幻象的能力不断增加;另一方面,广告语对受众的实际影响力和作用力却在不断下降。广告人的修辞努力不仅未能对广告语的效用进行增值,反而导致了其语用效力的下降,广告语正遭遇着严重的语言贬值。导致这一困境的根本原因在于广告创作者的修辞努力背离了语言运用的基本规律和修辞的根本出发点,从而催生了种种造成不良语用效果的负面修辞现象,其中较典型的有比比皆是的抄袭模仿、夸饰性用语的过度使用、语言的过度变异、言与实的严重不符等。在这些负面修辞现象的背后,掩藏着功利至上和技巧至上这两大流行观念误区。中国的广告语的创作只有抛弃这些流行的观念误区和错误的修辞导向,才能摆脱当前的修辞困境,走上健康发展的道路。
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| 关 键 词： | 广告语言 修辞幻象 负面修辞 |
On the negative rhetoric of advertisement language |
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| ZHAN Xiu-hua.On the negative rhetoric of advertisement language[J].Journal of Nantong Teachers College(Social Science Edition),2010(6):131-136. |
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| Authors: | ZHAN Xiu-hua |
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| Institution: | ZHAN Xiu-hua (Zhongshan College UEST of China,Zhongshan 528402,China) |
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| Abstract: | Currently,With rapid development of Chinese ads,yet the ads Language got into a rhetorical plight.On the one hand,rhetorical devices in ads Language emerge one after another and renew constantly,and the ads Language’s power of manufacturing rhetoric mirage increase continuously;on the other hand,ads language’s actual influence on the audience has declined continuously.The rhetorical efforts of ads creators not only has failed to improve the ads language’s effectiveness,but also led to its decline of the pragmatics effectiveness..The ads language is experiencing a serious devaluation in effectiveness.The fundamental cause leading to this dilemma is that the rhetorical efforts of the ads creators have deviated from the basic rules of language application and the fundamental starting point of rhetoric,which has caused all sorts of negative rhetorical phenomenon,such as the widespread imitation and Plagiarism,the excessive use of exaggerated expression,the Language excessive variation,the inauthentic statements and so on.Behind these negative rhetoric phenomenon,there are two popular idealistic misunderstanding：：utilitarian supremacy and skills above everything else.The writing of Chinese ads can get rid of the rhetoric predicament and embark on the road of healthy development only after abandoning these popular idealistic misunderstanding and wrong rhetoric orientation. |
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| Keywords: | advertisement language rhetorical device negative rhetoric |
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