文档介绍：[摘要] 双关语是一种广泛运用于广告文案创作并深受人们喜爱的修辞格,其表现形式多种多样,可分为一词多义双关、同音异义双关、近(谐)音双关、歧义双关等,如果双关语在广告中运用得当, 可以产生强烈的艺术效果和修辞作用,收到不平凡的广告效果。
[关键词] 广告; 双关语;修辞功能;原因
Abstract : Pun is a kind of figures of speech which is widely used in advertisement and deeply loved by people . Pun has many forms of expression such as sylletic pun , homophonic pun , paranomasia , asteismus etc. I f Pun is used properly it can produce very important artistic result and rhetorical function in ad. cre2 ation.
Key words : Advertisement . ; types of Pun ; artistic result ; rhetorical functions
现代商品经济社会,广告几乎无处不在,无时不有,广告形式千姿百态,广告创意千变万化。在众多的创意手法中,双关手法受到社会各界的青睐。广告的创意者巧妙地运用品牌、成语、数字、谐音等构成双关,使语言熠熠生辉,收到不平凡的广告效果。本文拟就双关语在广告中的表现形式及其在广告中所产生的艺术效果和修辞作用进行探讨。
一、广告双关语的类型在一定的语境中,利用语音或语义的条件,有意使语句具有双重意义,言在此而意在彼,这种修辞方式叫做双关。(李中行:1988)双关语都具有两层含义,人们常常利用一词多义及同音异形(异义)词的语言特点,大量使用词义双关和谐音双关,使一句话涉及两件事,一明一暗,一真一假,由此及彼,借题发挥,使广告显得生动活泼、幽默有趣,既引人注目,又使人产生联想,激发他们对产品的想象,进而记住该产品,以达到广告策划者吸引读者注意力的目的。双关广告,异彩纷呈,令人目不暇接,其表现形式主要在以下几个方面:
1. 一词多义双关例
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