试论《水浒传》中商业广告的修辞艺术

The Research of the Rhetoric of Commercial Advertising in Water Margin

《水浒传》作为元明时期最为成功的古典小说之一,其艺术价值不仅体现在情节的紧凑连贯、人物的生动立体等方面,更是在一些常被人们忽略的细节中显现出来。《水浒传》极富生活气息,书中出现的酒肆、商铺和贩夫走卒,不仅映射出北宋时期商业繁荣的景象,也起到了推动情节发展的作用。为了增强这一作用,作者特别为这些酒肆、商铺和贩夫走卒设计了别样的广告语,运用了多种修辞手法。这些广告语及其修辞手法起到了突出商品特色和塑造人物形象、表现人物性格的作用。

As one of the most successful classical novels in Yuan and Ming Dynasty,Water Margin is valuable in many aspects,not only in the construction of plot and the vivid roles,but also in several details which are easily ignored by the readers.The tarvens,stores and the small retailers in this novel is not only a reflection of the prosperous commerce in North Song Dynasty,but also make great effects in narration.In order to enhance the influence of these factors,the author designed special advertising for these tarvens,stores and the small retailers and used several rhetoric skills,which can highlight the characteristics of the commodities and deepen the character image.