语言的“陌生化”与广告词创作

“陌生化”作为一种语言技巧已成为古今中外的通例。近年来，越来越多的广告创作者使用知法破法”的语言“陌生化”技巧，有意识地采用打破一般语法构词规则的方法，使广告词更富有感染力，更加引人注意。对此，不能简单地用＂文理不通＂来力。以批评。“陌生化”方法的产生有其客观的依据，但对其应用有一定的限定。

Verbal "Alienation" and Advertisement Writer

Aliention" as a rhetoric figUre has ho ed all the time in China and elsewhere alike. Inrecent years this "paradoxic"language technique has ho employed by more and more ad. writers,who intentionally violate the ordinary grammatical rules in order to imbue the ads with moreappealing power, thus to catch the attention of the audience.This phenomenon should not becriticized simply on the basis of "grammatical inconsistence"."Alienation" has its own objective necessity, hence rationality, but should be subjected to certain confinement.