文体学视角下英汉广告中的成语歧义运用

On idiom ambiguity in English and Chinese advertisements from the perspective of stylistics

广告是人们熟悉的商业文体,文体学在广告中的作用不容小觑。成语或俗语歧义借助双关这一修辞格在英汉广告里易于联想,常具有幽默效果,促进产品的销售;同时也要注意避免滥用成语或俗语歧义。

Advertisement is a business style with which people are quite familiar, and stylistics plays a vital role in advertisements. Idiom ambiguity is easy to arouse association, create humorous effects by using of pun, and promote the sales of products. At the same time, it is necessary to avoid the abuse of idiom ambiguity.