试论谐音辞格的文化语境依赖性——以汉语广告语体为例

An Exploration of the Cultural Dependence of Chinese Xieyin——A Case Study of Chinese Advertisements

谐音修辞带有浓厚的民族文化色彩,在广告中的运用具有很强的文化依赖性,这就决定了广告的创作要浸润民族的历史文化、思维方式、价值观念等,这些构成了广告的文化语境。在广告创作中只有依赖文化语境,恰当运用谐音,受众才能准确解读谐音广告的真实含义,从而收到理想的修辞效果,达到推销产品的目的。

Chinese xieyin, a figure of speech similar to English pun, reflects strong flavor of Chinese cul- ture. The effective use of xieyin in advertisements strongly depends on Chinese cultural context, which is fea- tured by Chinese history, mode of thinking, values, etc. Only when the use of xieyin in advertisements satis- fies the needs of Chinese cultural context can they achieve their purposes to gain the readers＇ appreciation, and attract people＇s attention to the products of which they push the sales.