| 英汉广告中双关的使用特色 |
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| 引用本文： | 张媛媛.英汉广告中双关的使用特色[J].湖北广播电视大学学报,2004,21(2):81-83. |
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| 作者姓名： | 张媛媛 |
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| 作者单位： | 武汉化工学院,外语系,湖北,武汉,430073 |
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| 摘 要： | 为了增强表达效果,实现劝说功能并达到促销目的,广告撰写人非常注重修辞手段的运用。本文基于对大量英汉商业广告实例的观察,着重分析双关这一修辞格在广告中的使用类型和修辞功能。双关主要分两大类:语音双关和语义双关。语音双关包括同音双关和近音双关,而语义双关又可细分为一词多义双关和同形异义双关。双关的大量运用使广告语言新奇、幽默、简洁并且更具鼓动性。
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| 关 键 词： | 广告 双关 类型 功能 |
| 文章编号： | 1008-7427(2004)02-0081-03 |
The Features of Pun in English and Chinese Advertising |
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| ZHANG Yuan-yuan.The Features of Pun in English and Chinese Advertising[J].Journal of Hubei Radio& Televisonuniversity,2004,21(2):81-83. |
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| Authors: | ZHANG Yuan-yuan |
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| Institution: | ZHANG Yuan-yuan |
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| Abstract: | Great emphasis is laid on the use of rhetorical devices in advertising not only to enhance the expressive effect but also to realize its function of persuasiveness and its goal-to promote sale. Based on observation and statistics of plenty of English and Chinese commercial advertisements, this thesis sets out to study the forms and functions of pun, one of the rhetorical devices, in English and Chinese advertising. There are four kinds of pun, namely, homophonic pun, paronomasia, antanaclasis and sylleptic pun. Homophonic pun and paronomasia are based on the words or phrases identical or similar in sound but different in spelling and meaning while antanaclasis and sylleptic pun involve words or phrases having the same sound or form, but two or more distinct meanings. Pun makes advertising language novel, humorous, succinct, and hence persuasive. |
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| Keywords: | advertising pun form function CLC number H313 Document code:A Article ID: |
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