摘要
广告语言属于文学性语言,在广告语言的创作中,需要调动各种修辞手法使语言增加魅力,吸引受众。消极修辞以其平易质朴的特点能产生强烈的艺术感染力,积极修辞更是以其审美惊奇感和审美惊奇感给受众以极大的冲击力。积极修辞有多种修辞手法,都可以在广告语言中得到合理运用,在很多广告语言中则需要综合运用多种修辞手法,以加强表达效果,如比喻、比拟、夸张、借代、对偶、仿词等。
Advertising language is a kind of literary language. In order to make the language more vivid and attract more people, different rhetoric techniques are needed .Passive rhetoric can have much artistic appeal for people because of its simple style while active rhetoric will strongly impress the audiance with a sense of beauty. Various rhetoric techniques are often used in active rhetoric ,most of which can be employed in the advertising language and multiple techniques can be found in it .
出处
《云梦学刊》
2005年第2期122-124,共3页
Journal of Yunmeng
关键词
广告
广告语言
消极修辞
积极修辞
advertise
advertising language
negative rhetoric
passive rhetoric
