摘要
广告追求是以最小的篇幅向大众传递最丰富的信息,以达到最佳的修辞效果,激发言后的行为。文章以电视广告为对象,分析了广告的特性,进而采用实证分析的方法,阐释了在广告修辞效果的建构中语境的功能,认为在成功的广告修辞效果的建构中,必须有效地预设和借用恰当的语境,巧妙地利用语境烘托和引导,才能打造出具有强势生命力和修辞效果的广告。
Advertisement aims to convey rich implication with limited length of discourse and time,and produce desired rhetorical effect.Taking TV advertisement as data,the essay explores the features of advertisement,then applies empirical analysis approach to show the function of context in the rhetorical construction of TV advertisement.It is concluded that a successful advertisement should make use of contextual presupposition and contextual guidance in a smart way,and create proper contextual atmosphere.Only in this way,can we produce a contagious advertisement and create powerful rhetorical effect.
出处
《哈尔滨学院学报》
2010年第10期101-104,共4页
Journal of Harbin University
基金
福建省教育厅社会科学研究项目
项目编号:JA08220S
关键词
语境
广告
功能
修辞效果.
context
advertisement
function
rhetorical effect
