广告英语中的仿拟运用形式及其特点

Application Form and Its Characteristic of Parody in Advertising English

仿拟是一种常见的修辞格。广告作者在现代英语广告及标题中经常使用仿拟辞格以使广告形象、生动,吸引消费者。仿拟的运用形式主要有三种:仿拟词语;仿拟谚语、成语、名言佳句;仿拟篇章。仿拟在广告及标题的运用中具有明显易辨性、临时性和生动性的特点。

Parody is a eorranon rhetoric. It is often used in modem English advertisements and headings to make them lively and attractive. There are three forms to use parody： imitate words and expressions, imitate proverbs, idioms, logins and sections and chapters, Parody has the following characteristics such as eye- catching, flexible, vivid and short- lived.