| 论广告语言的象似修辞 |
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| 引用本文： | 温玲霞,张喆.论广告语言的象似修辞[J].河南理工大学学报(社会科学版),2010,11(1). |
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| 作者姓名： | 温玲霞 张喆 |
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| 作者单位： | 温玲霞,WEN Ling-xia(河南科技大学国际教育学院,河南,洛阳,471003);张喆,ZHANG Zhe(河南科技大学外国语学院,河南,洛阳,471003) |
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| 基金项目： | 洛阳市社会科学规划项目 |
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| 摘 要： | 探讨了语言象似性及其在广告语言中的修辞效果,内容主要涉及两个方面,即映象象似与拟像象似两个层次以及各层次的修辞效果。研究证明:象似性可以被应用到广告语言中取得相应的文体效果。这为修辞学研究做出了新的尝试,丰富和拓宽了象似性理论的研究,也为广告的创作和欣赏开拓了新的视角。
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| 关 键 词： | 广告语言 映象象似性 拟象象似性 象似修辞 |
On Rhetorical Iconicity in Advertising Language |
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| WEN Ling-xia,ZHANG Zhe.On Rhetorical Iconicity in Advertising Language[J].Journal of Jiaozuo Institute of Technology(Social Sciences),2010,11(1). |
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| Authors: | WEN Ling-xia ZHANG Zhe |
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| Abstract: | This paper deals primarily with the language iconicity and its rhetorical effects in advertising language. The investigation focuses on two levels: the imagic iconicity and diagrammatic iconicity and their respective rhetorical effects. The study proves that the iconocity can be used in advertising language to achieve various stylistic effects which offeres a new dimension to rhetorical studies,enriches the study of the theory of iconicity and provides some enlightenments to copy writers and readers. |
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| Keywords: | advertising language imagic iconicity diagrammatic iconicity rhetorial effect |
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