论广告语言的象似修辞

On Rhetorical Iconicity in Advertising Language

探讨了语言象似性及其在广告语言中的修辞效果,内容主要涉及两个方面,即映象象似与拟像象似两个层次以及各层次的修辞效果。研究证明:象似性可以被应用到广告语言中取得相应的文体效果。这为修辞学研究做出了新的尝试,丰富和拓宽了象似性理论的研究,也为广告的创作和欣赏开拓了新的视角。

This paper deals primarily with the language iconicity and its rhetorical effects in advertising language. The investigation focuses on two levels： the imagic iconicity and diagrammatic iconicity and their respective rhetorical effects. The study proves that the iconocity can be used in advertising language to achieve various stylistic effects which offeres a new dimension to rhetorical studies,enriches the study of the theory of iconicity and provides some enlightenments to copy writers and readers.