摘要
本文运用“新修辞学”的思想以及传统修辞学理论对广告中的类比现象作一探讨。笔者认为，广告中的类比有几个重要的、彼此相关的功能：信息功能、劝说功能、语篇功能和生动化功能。
According to the authors observation, analogy is so frequently employed in advertising that it has become, as it were, a stylistic marker of advertising language. Based on fresh ideas of the so called New Rhetoric as well as traditional rhetorical theory, this paper attempts to discuss analogy used in advertising. The author of this paper holds that analogy in advertising performs several important functions: informative function, persuasive function, textual function, vivifying function, which are interrelated with the persuasive function as the ultimate one.
出处
《外语与外语教学》
北大核心
2000年第2期38-42,共5页
Foreign Languages and Their Teaching
基金
上海理工大学青年科研基金
关键词
广告
类比
功能
advertising, analogy, function
