广告英语中的映象象似修辞

On the Rhetoricity of Imagic Iconicity in Advertising English

目前国内外学者多从传统文体学角度对广告英语中的各种修辞现象进行研究,但从象似性角度,尤其是映象象似性层面对广告英语中的修辞现象进行的系统分析却少之又少。映象象似性在广告英语中的修辞效果主要涉及听觉象似性与视觉象似性两个层面:前者包括直接语音象似性和间接语音象似性的修辞效果,后者则包括通过改变语言表达的数量、尺寸、书写、排版、页面布局及混合使用不同的语言等方式所取代的修辞效果。文中的分析证明映象象似性可以作为一种行之有效的修辞方式被应用到广告英语中取得相应的文体效果。

Scholars at home and abroad mostly did the rhetorical research in advertising English from the traditional perspective of stylistics, but few of them systematically analyzed the rhetorical phenomenon from the ieonicity perspective, especially the dimension of imagic iconicity, the rhetorical effect of which mainly related to that from phonological iconicity and visual iconicity, with the former including the rhetorical effect of direct phonological iconicity and indirect phonological iconicity and the latter including the rhetorical effect achieved through changing the quantity, size, layout of the language expression, the layout of the page and using a mixture of different languages. The analysis proved that the imagic iconicity can serve as an effective way of rhetoric in advertising English to obtain the corresponding stylistic effect.