摘要
幽默在广告中的运用越来越普遍,不仅能够使消费者玩味生活中的俏皮幽默,还能有效完成广告诉求。幽默广告逐渐成为一种深受广告人喜欢的现代广告形式。本文重点从语言的歧义、Grice的"合作原则"、修辞手段等方面分析书面广告语中幽默产生的语言机制。
The use of humor has become common practice in advertising. It not only enables consumers to relish comic wits and funs in our lives, but also to achieve advertising persuasion in consumers' mind. In recent years, humor has become one of more favored and widely employed messages techniques in modern advertising. This research focuses on analysis of linguistic mechanism of humor in advertising messages from three aspects: ambiguity, metaphor and Grice's 'cooperative principles
出处
《重庆大学学报（社会科学版）》
2003年第6期74-76,共3页
Journal of Chongqing University(Social Science Edition)
关键词
广告
幽默
歧义
修辞
合作原则
advertising
humor
ambiguity
metaphor
cooperative principles
