食品广告语的修辞
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摘要
在现代汉语中,处处都有修辞方法这一重要的运用,修辞在黄廖本现代汉语书上给予了这样的定义"用作名词的修辞有两种含义:一是指客观存在的修辞现象,二是指修辞知识或修辞学"~([1])。而在现代社会,广告充斥着我们的生活,它作为商家的一种营销手段,如何才能吸引顾客的眼球,各种广告公司都想尽了办法。在广告词中加入修辞这一元素,无疑是一种成功的做法。本文旨在分析在现代汉语食品广告语中出现的各种修辞手法并对其进行分类和总结。
In modern Chinese,there is an important use of rhetorical methods everywhere. Rhetoric has given this definition in Huang Liao's modern Chinese book. "There are two meanings of rhetoric used as nouns: one refers to the rhetoric phenomenon of objective existence,The second is referring to rhetorical knowledge or rhetoric " ~([1]). In modern society,advertising is full of our lives,it as a marketing means of business,how to attract the attention of customers,all kinds of advertising companies have tried the addition of rhetoric to the ad is undoubtedly a successful practice. This paper aims to analyze and classify and summarize the rhetorical devices that appear in the modern Chinese food advertisements.
In modern Chinese,there is an important use of rhetorical methods everywhere. Rhetoric has given this definition in Huang Liao's modern Chinese book. "There are two meanings of rhetoric used as nouns: one refers to the rhetoric phenomenon of objective existence,The second is referring to rhetorical knowledge or rhetoric " ~([1]). In modern society,advertising is full of our lives,it as a marketing means of business,how to attract the attention of customers,all kinds of advertising companies have tried the addition of rhetoric to the ad is undoubtedly a successful practice. This paper aims to analyze and classify and summarize the rhetorical devices that appear in the modern Chinese food advertisements.
引文
[1]黄伯荣,廖序东.现代汉语(增订本)[M].北京:高等教育出版社,2011.
[2]瞿林燕.食品、药品广告语言研究[D].合肥:安徽大学,2010.
[3]李虹辉.电视广告语言修辞艺术研究[D].重庆:重庆师范大学,2011.
[2]瞿林燕.食品、药品广告语言研究[D].合肥:安徽大学,2010.
[3]李虹辉.电视广告语言修辞艺术研究[D].重庆:重庆师范大学,2011.