广告语言中的修辞格（Rhetorical Devices in Advertisement Language）.docVIP

广告语言中的修辞格（Rhetorical Devices in Advertisement Language） Cheat consumers. Exaggerate or conform to the logic of life, or Conform to the logic of art, but never say Nothingness as existence, and make imaginary hypothesis come true Solid, will be inferior to good quality. Therefore, you should be very cautious in using it. 2 pun (Pun) A pun is a word that uses the same or similar or polysemous meanings of words Received date: 2002-01-14 Author introduction: Li Xiaoyan (1970-), female (Han), Shaanxi Hanzhoung, lecturer, mainly engaged in the comparative study of language rhetoric. Two. . It makes the language subtle, humorous, vivid and gives back Flavor and imagination. The advertising author makes conscious use of the features of the pun Providing the audience with two or more interpretations to exclude the outermost and most direct ones Meaning so as to understand what the author of the advertisement is trying to do. Usually in understanding or In the process of decoding, pun needs more effort than visual expression Power。 However, this is the authors imaginative advertising. A pun can attract And maintain its attention and move it into the role described in the advertisement The whole immersion is in the atmosphere created by advertising. Puns can be divided into semantic puns and Homophonic pun two kinds. 2.1 semantic pun Semantic pun is the use of words and sentences in the specific context of Polysemy Pun forming. In order to comply with the principles of conciseness and publicity, the semantics of advertisements are presented Puns are more obvious. Such as: (5) Golden Chicken brand shoe polish, add brilliance for the sole (Golden Chicken brand shoe polish) (6) Spoil, yourself, and, not, your, figure. (Weight -) Watcher ice cream) In the example (5), the single step is a pun that reflects the shoes worn at the feet Respect for consumers, so that they are respected, emotional infection, resonate. In example (6), spoil oneself means enjoy oneself to heart s con- Te