论广告的反讽

The Irony of Advertising

反讽是现代广告最常用的修辞手法,但目前却极少有相关研究。广告经历了从狭义反讽到广义反讽的演变。本文首先对狭义的广告反讽进行系统讨论,并将其分为三个类型:"双读"式反讽、反语式反讽、自谦自贱式反讽;进而提出了广义的广告反讽,其在整个广告文本上的作用,表现为"远离商品的陈述"和"商品信息"之间联合互动。借用反讽的修辞手法,广告构建了独特的阅读距离,创造了强大的解释张力。

Irony is one of the most important rhetorical devices employed in advertising which receives no systematic discussion yet. This paper focuses on irony in advertising and divides it into two categories： the i- rony in narrow sense and that in broad sense. The irony in narrow sense is divided into three categories-- double-reading irony, antiphrasis and understatement--and is discussed respectively. Then it is proposed that the irony in broad sense appears as an implied statement that is seemingly irrelevant to the product but conveys product information of the item advertised. With the employment of irony, a piece of advertisement is to estab- lish unique distance of reading and create powerful tensions in explanation.