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1.
电视广告是广告商与广告受众之间的一种特殊的言语交际活动,存在符号聚合过程,即在广泛的人群中传播。因此可以采用B咖arIn所提出的幻想主题修辞批评（fantasy theme analysis）分析电视广告中所构建的幻想主题（fantasy theme）和修辞幻象（rhetorical vision）,揭示广告商是如何通过幻想主题引导受众构建修辞幻象,以成功达到广告目的。 相似文献
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电视早已走进千家万户.电视广告在广告媒介中的地位也日趋重要起来.电视广告用语是电视广告成功与否的关键所在.本文从电视广告用语的修辞手法出发.分别从双关、拟人、反复、明喻和仿拟等角度对国内电视广告用语进行了分析,并简要阐述了不同修辞所达到的相应的效果. 相似文献
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胡性初 《广东教育学院学报》1995,(1)
从大陆与香港现行的中学语文（汉语）教材所反映的情况来看，不论是大陆还是香港，都没有把修辞教学提到语文教学的重要位置上，都是以修辞格的辨识为中心的教学模式。这其实都是把修辞当作语文教学中的一种点缀，从而，把修辞教学引向了误区。这是语文教学改革（香港称变革）收效甚微的症结所在。建立语体为中心的修辞教学体系，应是大陆和香港修辞教学改革之路，以便培养学生张嘴能说出清楚、流畅、得体的话，提笔能写出准确、达意、传神的文章。 相似文献
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随着商品经济的发展,电视广告已成为商家宣传产品,消费者获取商品信息的重要途径.然而,有些广告策划商一味追求宣传效果,在广告中不规范使用修辞,这在一定程度上对广告行业、消费者乃至少年儿童的语言学习造成不良影响.在当下的广告环境中,分析广告中修辞不规范现象具有一定的现实意义. 相似文献
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严才仁措 《毕节师范高等专科学校学报》2012,(3):11-16
王希杰先生将语言世界、物理世界、文化世界、心理世界统称为＂四个世界＂。它以语言世界为轴心,结合物理世界、心理世界、文化世界及＂四个世界＂之间的层次关系,探讨并完成＂四个世界＂理论对汉语修辞的思想观念上的革新、研究方式方法上的突破,并以此为切入点,着重研究解释汉语修辞的发生原理、运作机制,从而反映修辞的本质和规律。用＂四个世界＂理论阐述汉语修辞现象,理解起来简单明了,把握实质轻松自如,具有科学性和人文性的精神内涵。利用＂四个世界＂理论,可以使我们从更为广泛更为宏观的方面理解修辞,更为简便更为明了地掌握修辞,更为恰当地发挥修辞的语用功能,从而超越以语言为本位的狭义的微观的传统修辞观念。 相似文献
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李波 《兰州教育学院学报》2011,27(3):50-51
近年来,电视广告获得了飞速的发展,它以独特的魅力受到了众多消费者、广告主以及电视媒体的喜爱;而且在极大程度上改变了人们的生活方式,已经成为人们生活中不可或缺的一部分。本文从斯图尔特.霍尔＂编码＂与＂译码＂理论的角度解读日常生活中常见的两则电视广告,旨在说明意义不是传递者＂传递＂的,而是接受者＂生产＂的。 相似文献
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修辞是人们使用符号,尤其是语言,在他人身上诱发合作的行为。修辞学研究既包括语言行为,也涉及非语言行为。本文从修辞学的内涵及性质、修辞学研究的对象和内容、建构现代中国修辞哲学的意义等三个层面讨论了现代中国修辞哲学的学科体系。同时指出,现代中国修辞哲学体系的确立,可以使汉语修辞学研究摆脱在技巧之＂术＂和理论之＂学＂间摇摆的暧昧处境,有助于拓宽传统修辞学研究的领域,丰富现代汉语修辞学理论。 相似文献
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流行词语＂被××＂结构式受到广泛关注和讨论,其不能进入语法层面的根本原因是：只在一定的语言环境中使用,含义丰富,＂被＂后的词语都受助词＂被＂的语法、语义功能的支配而活用为动词,与原有结构＂被＂字句产生冲突。因此＂被××＂结构式是语用过程中的修辞现象,不能进入语法层面。 相似文献
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陈子昂的诗文革新理念主要体现在其作品中体现的修辞思想上,他的修辞理论主要有＂兴寄＂说和＂风骨＂说,体现了立诚、切旨、适境的修辞原则和讲究比兴、音律的修辞手段,形成了明朗刚健的修辞风格。陈子昂的修辞理论影响深远,其修辞思想虽然具有＂重质轻文＂的倾向,但仍符合客观规律和时代发展的需要,具有一定的历史价值。 相似文献
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孔庆东的作品在当今文坛独树一帜,颇富吸引力.张扬的个性和悲天悯人的情怀是他作品的一个亮点,而文中从幽默诙谐、意味深长、通俗质朴、典雅精致等几方面具体探讨了孔庆东作品的语言艺术风格.其独特的语言修辞风格又是他作品难以抗拒的魅力. 相似文献
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Shui-yin Sharon Yam 《Quarterly Journal of Speech》2018,104(1):1-21
This article traces how citizenship in Hong Kong is constructed via familial tropes that privilege sameness and a politics of identification; this rhetorical representation, I argue, not only perpetuates a jus sanguinis model of citizenship that privileges ethnic blood ties, but also allows the state and the dominant citizenry to justify neoliberal and racist practices that exclude brown bodies. By analyzing the citizenship claims made by the marginalized South Asian community in Hong Kong and the subsequent responses they receive from the mainstream public, I demonstrate that racialized populations face a rhetorical double bind: on the one hand, they must deploy the familial metaphors commonly used by the existing citizenry to demonstrate their sense of belonging, but, on the other hand, such tropes reinscribe them in a power hierarchy that undermines their subjectivity. This case study illuminates that while it is commonly seen as a viable rhetorical tactic for marginalized rhetors to resist and participate, the repurposing and redeployment of dominant tropes have significant limitations as they are constricted by power structures that are staunchly in place. 相似文献
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Ching Yee Choi 《International Journal of Disability, Development & Education》2005,52(4):345-360
Many researchers have stressed that the acoustic environment is crucial to the speech perception, academic performance, attention, and participation of students in classrooms. Classrooms in highly urbanised locations are especially vulnerable to noise, a major influence on the acoustic environment. The purpose of this investigation was to determine noise levels in one such urban environment, Hong Kong. The ambient noise level, and its relationship to the speech intensity levels of both teachers and students was surveyed in 47 primary school classrooms. Moreover, the presence of acoustical treatments for noise reduction and the use of classroom amplification systems were documented for each classroom. The survey found that the mean occupied noise level was 60.74 dB (A); the mean unamplified and amplified speech‐to‐noise ratios of teachers were 13.53 dB and 18.45 dB, respectively; while the mean unamplified speech‐to‐noise ratio for students was 4.13 dB. Most of the classrooms exhibited insufficient acoustical treatments to provide significant noise reduction. The listening environment in many Hong Kong primary schools was not favourable for optimal classroom learning. Recommendations for improving the acoustical environment in classrooms in highly urbanised locations such as Hong Kong are discussed. 相似文献
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邵永娟 《牡丹江教育学院学报》2011,(2):58-59
随着改革开放的深入,越来越多的外国商品进入内地市场,而商品名称的翻译也就成了一个不容忽视的问题。商品名称要遵循它的翻译原则,可以采用音译、意译和音译加想象三种方法。由于香港与内地存在文化与地域的差异,因此在商品名称的翻译上既有共同点又有不同之处。 相似文献
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广告英语运用修辞的目的,旨在鼓动消费者采取购买行为,在广告如林的时代,为使自己的广告惹人注目。广告撰稿人常使用的修辞手段包括：比喻,拟人,夸张,对比,双关等。 相似文献
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This study investigated if professional competency assessments are transferable across cultures using COMPASS®: Competency assessment in speech pathology, a tool developed and validated in Australia. Students in Hong Kong were assessed by clinical educators using COMPASS® and the usual clinical evaluation forms. Analyses compared Hong Kong data with the original Australian field trial data. Rasch analysis was used to evaluate how well the ratings and score generated represented students’ development of competency. Hong Kong clinical educators’ ratings represented the same seven distinct categories of judgement as Australian clinical educators. The order of item difficulty was very similar for the two samples. However, Hong Kong clinical educators were not rating students in a pattern that reflected increasing competency with experience and very few year 4 students were rated at entry level. It is concluded that an assessment tool validated and developed in one culture may well support valid judgements and yield measures that can be used to judge student competency in another culture. Further evaluation is required to investigate the differences in the judgement of student progress in another culture and strengthen the validity of using its measures to judge students' competency performance. 相似文献
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This paper discusses the current language education and issues in Hong Kong,The language apply maintain successfully the international and local identity needs in Hong Kong,both English and Cantonese are mainly in the different areas,meeting the different needs of various aspects of the mainstream language.Hong Kong was a multi-lingual region.English was the official language in more than one hundred years before Return;English enjoyed a dominant position in Hong Kong,where expression under the influence of English,Chinese and English code-switching is also very common.The Return of Hong Kong has a considerable influence to language phenomenon;greatly strengthen the importance of Mandarin.In this paper,from the Angle of social linguistics,this paper discusses the English position before and after Hong Kong's return to China,discussing economic,business,education,and other areas of the social development and changes of English status,and analyzes the Hong Kong residents for English,Cantonese and Mandarin language attitude. 相似文献
18.
ABSTRACT Cosmopolitanism and its application for education in western societies has been well examined. Yet cosmopolitanism in society and in education has not been systematically explored in many Asian societies. Facing a large number of people from diverse backgrounds, the society and its education system in Hong Kong are troubled by issues similar to those found in western postindustrial societies, related to cultural and national belonging and identity. Prejudice and racism towards ethnic minorities – particularly those from South Asia and Africa, is quite common. Additionally, animosity and hostility to mainland Chinese newcomers has increased and intensified in the context of Hong Kong’s “repoliticization” after its 1997 handover. This article aims to explore how cosmopolitanism is understood, valued, and approached in Hong Kong education. We start by exploring the role of decolonization and nationalization in political education in Hong Kong. We then discuss cosmopolitanism, and consider how it impacts particular social and educational issues in Hong Kong. We also provide an analysis of discourses on cosmopolitanism taken from Hong Kong General Studies and History textbooks, to identify challenges faced in facilitating cosmopolitan values, a balance of identities, and global citizenship in Hong Kong education. 相似文献
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刘毅政 《内蒙古师范大学学报(哲学社会科学版)》1997,(3)
在举国迎接香港回归祖国之际，追溯香港百年沧桑的历史，阐明香港人民在鸦片战争、太平天国、辛亥革命的近代中国重大历史事件中，香港与内地同胞，同呼吸、共命运，荣辱与共，相互支援，反对封建压迫，反抗外国侵略的斗争，深刻地反映了香港与祖国两地同胞的血肉联系和亲情关系。 相似文献
20.
This paper analyses aspects of a Hong Kong school curriculum reform, which recommends amongst other things, a greater focus on assessment for learning. It outlines the principles of the reform as it pertains to assessment and discusses how structural changes are being employed to lend support to changes in the assessment culture in Hong Kong. The paper draws on a previous problematic attempt to introduce formative assessment through the Target-Oriented Curriculum initiative. Two examples of assessment for learning practice of 'early adopters' are used to illustrate both the potential and some of the challenges of implementation in the Hong Kong primary school context. From these cases, are drawn out some of the facilitating and inhibiting factors impinging on the implementation of assessment for learning in schools, building on a model of professional growth. 相似文献