英汉广告语的语体与修辞特色

The Linguistic Stylistic and Rhetoric of English and Chinese Advertising

在现代社会中,随着广告事业的发展,广告的语言也已逐渐形成了自己独特的风格。广告语以其凝练、通俗、生动、形象和音韵和谐的特点而备受消费者的青睐以及普通人的关注。广告语集宣传性、趣味性、文学性于一身,是各个民族劳动人民高度智慧的结晶。在结构形式、修辞方法、语体特色,音韵和谐和语用功能方面,英汉广告语都有其突出的特点。我们从中可以更好地了解二者的关系,以及二者间的文化差异和相似之处。

In the modern society, with the development of advertising business, the language of advertisements has come to form its unique style. Advertisements deserve people's attention and become the focus of the consumers because of its concise, vivid and rhythmic features. Advertisements which are rich in propaganda, interest and literary traits are a crystallization of working people's wisdom of each nationality. And both English and Chinese advertisements have their outstanding features in structure, linguistic style and rhythm, from which we will know better about the relationship between the two, and the cultural differences and similarities.