语言化用及在城市广告语中的运用

Switch Expressions & Its Usage in the City Advertisements

化用是一种独特的修辞手法,能使语言迸发出新的光芒。其类型可分为:词句、篇什化用;正面、反面化用;诗文锦句、成语名言、影视娱乐化用等,并以诗文、成语化用居多。语言化用是城市广告语取得良好效果的有效途径之一,其状况直接影响到一座城市的文化形象。以全国历史文化名城淮安为例,对其广告语化用的类型、特点进行详细的调查分析,藉此对促进城市广告语化用良性发展提出一些建议。

Switch is a specific rhetoric technique,and it can bring a new life to the expressions.There are several types,such as the switch of phrases and paragraphs,the obverse and the inverse,movies and televisions,verses and idioms,especially the latter.Switch expressions is one of the effective ways in the city advertisements,which have an effect on the cultural image of a city.Exemplified by Huai＇an,a national historical and cultural city,the paper minutely investigates and analyzes types and characteristics of switch in advertisements,and gives some advice on how to promote switch expressions in the city advertisements.