英汉广告语言的文体学视角

The Stylistic Perspective on English and Chinese Advertising Language

为达到"推销商品"这一共性目的,英汉广告语言在文体形式上虽然存在着个性特点,但共性极为突出。这主要体现在词汇方面,两种语言均大量使用形容词、副词、某些动词、借用外来词、口语、书面语词汇等以及英文独有的创新拼写、造字、错拼、缩略等特点;在语法句式方面,大量使用简单句、并列句、省略句、祈使句、疑问句、感汉句和主动态、现在时及冗余标点符号;在修辞方面运用比喻、双关、比拟、对偶、排比、反复、引用和仿拟、夸张、对比与反衬等手段。

In order to achieve a common purpose-to 'promote sale',the advertising language of both English and Chinese has many common features in style,despite some differences. These can be seen from the use of vocabulary in which common features lie in the rich use of adjectives, adverbs, particular verbs, borrowed words, colloquial and formal words,whereas special features exist in English misspelling, coinage, abbreviation and compound. As to grammatical structures, there are rich uses of simple, parallel, elliptical, directive, interrogative, exclamatory sentences and active voice, present tense and over-use of marks. In the use of rhetorical devices, there crowds with figure of speech, puns, personifications, parallelisms, repetitions, quotations and hyperbole, comparison and contrast.