从语音的配合方面提升广告口号的形式美

Improving the form beauty of advertisement slogan through aid of pronunciation

广告语言常常追求语言的"新、奇、异"以吸引广告受众。要达到启发和激活读者的联想和想象的目的有很多方法,而通过从语音方面来做文章是广告口号的常用手法。通过对大量案例的分析用社会语言学理论对语音在广告口号中的使用现象、形式及其表义效果都进行了比较细致的探讨,旨在为广告语言的设计提供参考。

Advertisement language often pursues novelty and strangeness to appeal to audience. There are many ways of enlightening and activating readers＇ association and imagination. One of them is to use means of pronunciation. Through analysis of many cases, this paper explores the use of pronunciation, form and effect in the advertisement slogan according to social linguistic theory so as to provide reference to the design of advertisement language.