摘要
广告是人们熟悉的商业文体,文体学在广告中的作用不容小觑。成语或俗语歧义借助双关这一修辞格在英汉广告里易于联想,常具有幽默效果,促进产品的销售;同时也要注意避免滥用成语或俗语歧义。
Advertisement is a business style with which people are quite familiar, and stylistics plays a vital role in advertisements. Idiom ambiguity is easy to arouse association, create humorous effects by using of pun, and promote the sales of products. At the same time, it is necessary to avoid the abuse of idiom ambiguity.
出处
《闽西职业技术学院学报》
2015年第3期95-97,共3页
Journal of Minxi Vocational and Technical College
关键词
文体学
广告
成语歧义
stylistics
advertisement
idiom ambiguity
