摘要
同音现象是一种较为特殊的语言现象:两个词有相同的音和形,或者两个词虽然词形不同,读音却相同。显潜修辞理论是王希杰教授提出来的一对语言概念。显是指显露于外,即我们能直接看到的语言现象,而潜是指隐藏于内,需要经过我们思考才能体味到的语言想象。广告语中引入同音词给广告带来了诸多特殊的语用修辞效果。本文拟从显性和潜性修辞的角度来考察广告语中的同音词的特殊语用修辞效果。
Homophony is a special language phenomenon;two or more words with the same form and sound,or different forms with the same sound. 'Explicit and tacit ' are a pair of concepts proposed by professor Wang Xijie. 'Explicit' means the language phenomenon that you can see direcdy;while 'tacit' means the language phenomenon that you have to think to get.Admen adopt homophones hoping to achieve certain pragmatic and rhetorical effects.This paper intends to analyze the rhetorical effects from the perspective of explicit and tacit rhetoric.
