英汉广告语中的模糊修辞手法

Study on Vague Rhetoric in Chinese and English Advertising Language

模糊修辞是研究如何利用模糊语言来达到修辞效果的一门科学。文章以大量的实例为基础,从语音、词汇、句法及传统修辞格等角度分析了英汉广告语中的模糊修辞的构成手段。接着文章又讨论了广告语中的模糊修辞功效,最后总结指出此研究对为广告语言的创造提供良好的发展空间,促进了广告语言的发展。

Vague rhetoric is a kind of language allocation activity that aims at making the meaning of the language indefinite by employment of the vagueness. Base on many advertisement cases, the thesis focuses its study on the vague rhetoric in advertisements, from the perspective of phonetic, lexical, syntactical and traditional rhetoric devices. After that the paper goes to analyze the functions of using vague rhetoric. Finally the paper concludes its study with a brief summary.