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本文从大量广告警句实例入手,对当前广告用语中较多采用的修辞方法作了分类和比较。文中介绍了几种新的修辞方法。文章还论及辞格的综合运用,从逻辑层次的角度区分了辞格的兼用,套用和杂糅。要避免过分讲究修辞方式,破坏语言习惯和规范的倾向;应该在保证语言纯洁的前提下,大力提倡利用修辞手段创造出更多精美的广告警句。
This article begins with a large number of examples of advertisement aphorisms and makes a classification and comparison of the rhetorical methods that are often used in the current advertising language. The article introduces several new rhetorical methods. The article also discusses the comprehensive application of figure of speech, which distinguishes the use, application and blending of figures of speech from the perspective of logic. To avoid over-paying attention to rhetorical methods and undermining linguistic habits and norms, we should vigorously promote the use of rhetorical devices to create more and more sophisticated aphorisms on the premise of ensuring language purity.