试论消极修辞手段在广告语言中的运用

丰富多彩的消极修辞手段的运用,对于广告的成功起着决定性的作用。广告语言是一种诉诸听觉的语言,语音形式的选择加工是广告语言所需要处理的首要问题。相同、相近的音节结构或相同、相近的韵母的使用,洪音、细音的调配,相同音节结构的重叠等等是广告语言语音形式加工的主要内容。成功的广告语言无不重视词语的精当运用。词语的选用既体现在同义词语的抉择上,也体现在多义词语、同音词语的选用上。广告语言往往以超乎寻常语法规范的形式来运作,突破语法规范主要表现在词语的超常配搭、拓展词的语法功能和句式的变化三个方面。汉语言永远是中国广告最肥沃的土壤。

On the Employment of Passive Rhetorical Devices in Advertising Language

Varied rhetorical devices are of vital importance to the success of advertisements. Advertising language is, above all, auditory, the selection and process of phonetic forms being a necessary problem in dealing with advertising language. The phonetic process of advertising language mainly involves the utilization of the same, similar syllables or the same, similar vowels; the allocation of sonorous and low-pitched sounds; and the superposition of the same syllabic structures. Successful advertising language also pays attention to the accuracy of words, the choice of which is embodied in the selection of synonyms as well as polysemys and homonyms. Furthermore, advertising language is often operated despite grammatical norms. The violation of grammatical norms lies in the following three aspects: abnormal collocation; functional expansion of parts of speech; and varied sentence structures. In a word, Chinese language remains forever the most fertile soil for Chinese advertisements.