英语广告词语的仿拟艺术

Art of Parody in Advertisements

仿拟是为了表现新的内容而对人们熟知的语言形式所进行的修辞性改造。广告为了争夺潜在顾客,常常借助仿拟修辞格。在广告中,仿拟可以分为仿词、仿语和仿句。按照“零度”和“偏离”理论、“文本互依性”理论以及“陌生化”理论,人们熟知的语言形式是零度的“底文”,而改造过的新形式是偏离了的“超文”。“超文”能产生别具匠心的“陌生化”效应。陌生化效应所造成的注意价值和记忆价值正是广告所追求的目标。

Parody is a kind of rhetorical change made in a linguistic form familiar to people with a view to expressing new ideas. It is often used in advertisements, which aim at winning over potential customers. Parodies in advertisements fall into three categories: parodied words, parodied phrases and parodied sentences. In line with the “zero degree/deviation”theory, “intertextuality”theory and the theory of “defamiliarization”, “the linguistic form familiar to people”is hypotexte of zero degree, while the parodied form is hypertexte deviating from the form of zero degree. The hypertexte in the copies of advertisements produces an effect of defamiliarization endowed with distinctive ingenuity, whose attention value and memory value achieved constitute the target of pursuance of all advertisements.