| 广告语篇双关语的语篇衔接功能探究 |
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| 引用本文： | 张飞,邹长虹.广告语篇双关语的语篇衔接功能探究[J].广西师范学院学报(社会科学版),2009,30(4):140-144. |
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| 作者姓名： | 张飞 邹长虹 |
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| 作者单位： | [1]广西医科大学外国语学院,广西南宁530021 [2]广西师范学院外国语学院,广西南宁530001 |
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| 摘 要： | 双关语是广告语篇中常用的修辞手段之一,双关语的使用可以给广告带来幽默、风趣的效果,达到推广产品的目的。双关除了修辞功能之外,还有语篇的衔接功能。双关语在广告语篇中的衔接功能主要通过指称衔接、词汇衔接和语境衔接来实现。双关语具有的衔接力和衔接效果得到语篇衔接力理论的支持。了解双关语的语篇衔接功能对于广告语篇选择和组织双关语提供了有益的提示。
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| 关 键 词： | 衔接功能 衔接力 双关语 广告语篇 |
On the Textual Cohesive Ability of Pun in Advertising Discourse |
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| Institution: | ZHANG Fei; ZOU Chang-hong (1. College of Foreign Languages, Guangxi Medical University, Nanning 530021, Guangxi, China; 2. College of Foreign Languages, Guangxi Teachers Education University, Nanning 530001, Guangxi, China) |
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| Abstract: | Pun as one of the rhetorics is often used in advertising discourse.Pun in advertisement can cause humor and amusement in listeners or readers and then promote the products of the advertisement.In addition to its rhetoric function,it has the ability of textual cohesion,which in advertising discourse is achieved through the way of reference cohesion,lexical cohesion and contextual cohesion.This cohesive ability and effects are supported by the theory of textual cohesive force.It is useful to research the textual cohesive ability of pun for choosing and organizing pun in advertising discourse. |
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| Keywords: | Cohesive Ability Cohesive Force Pun Advertising Discourse |
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