零度偏离视角下英汉广告语修辞对比研究

A Contrastive Study of the Rhetoric of English and Chinese Advertisements from the Perspective of Zero Level and Deviation

英汉广告语中的修辞策略主要包括语义修辞和结构修辞,选取其中较为典型的比喻修辞格和双关修辞格进行研究,基于英汉典型的广告语语料,借助零度偏离理论,分析了英汉广告语中修辞的偏离类型及其偏离的理据,其理据在于使用比喻修辞格对本体的零度偏离、双关修辞格对词义和语音的偏离,这为今后的英汉广告语修辞对比研究提供了参考,同时也为广告设计者创作广告文案提供全新的思路和视角。

The rhetoric strategies of English and Chinese advertisements mainly include semantic rhetoric and structure rhetoric.The author selects the typical rhetoric,including metaphor and pun,to analyze the categories and motivations of English and Chinese advertisements rhetoric by virtue of the theory of zero level and deviation,based upon the typical English and Chinese advertisements.The result shows that the motivations of such kinds of rhetoric lie in the deviation of the ontology in metaphor and the deviation of meaning and pronunciation in pun.The conclusion provides further reference on the contrastive study of English and Chinese advertisements rhetoric,and provides a new perspective for the advertisements designers.