基于关联理论的广告英语仿拟修辞方法研究

A Study of Relevance Theory-based Imitative Rhetoric in Advertising English

仿拟是具有新颖幽默、诙谐讽刺语用效果的修辞格之一,越来越多地被应用于广告英语中。在广告英语仿拟修辞中,本体是家喻户晓的成语、俗语、谚语等,仿体是经过改造和套用后新的语句或篇章。本体是仿体生成的基础,仿体是本体的变体和再生。本体和仿体的数量可以不一一对应。关联理论指导下的广告英语仿拟构建,不但能较好地明确广告动机意图、找到合适的本体并生成仿体,也能使读者较快确定广告本体和仿体、推断出广告动机和交际意图,实现广告语言交流效益的最大化。

Parody has been applied widely in advertising English, in which noumenon is the basis of phantom while the latter is the variant and rebirth of noumenon. The quantity of them does not necessarily correspond to each other.Based on the relevance theory, the construction of parody in advertising English can make clear the intention of the ads, and find appropriate noumenon to generate phantom, realizing maximization of benifit.