论仿拟辞格的语用功能

On the Pragmatic Function of the Rhetorical Device Parody

传统的仿拟辞格的研究主要集中于对其构成特点和修辞效果的分析。笔者首先分析仿拟辞格的语用功能,继而指出仿拟、模仿现成的语言形式,进行语言创新,从而达到似曾相识又耳目一新的传播和文体效果,并介绍了仿拟在英文广告中的仿词、仿语、仿句和仿篇等表现形式和特点。

Traditional research of parody mainly concentrated on its structural characteristics and rhetorical effects analysis. The author firstly analysis the pragmatic function of parody, and points out that the lingual creation using imitation existing lingual forms, in order to achieve similar feeling and refreshing communication and stylistic effects. This paper introduced the manifestations and features of parody in English advertisement, such as imitative words, imitative phrases, imitative sentences and imitative paragraphs.