| 广告语言中的双关 |
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| 引用本文： | 张利莹.广告语言中的双关[J].湘南学院学报,2006,27(1):80-82. |
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| 作者姓名： | 张利莹 |
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| 作者单位： | 湖南水利水电职业技术学院,湖南,长沙,410131 |
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| 摘 要： | 广告语是广告成功的关键,是广告的核心。双关作为一种修辞手段,被广泛地应用到广告语中,增加了广告的吸引力和趣味性,便于记忆,令人回味联想,富有幽默感。但广告语中应用双关应注意与受众的审美习惯和文化传统相适合。
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| 关 键 词： | 广告语言 双关 类型 功能 审美习惯 文化传统 |
| 文章编号： | 1672-8173（2006）01-0080-03 |
| 收稿时间： | 2005-11-26 |
| 修稿时间： | 2005年11月26 |
On Pun Advertising Language |
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| ZHANG Li-ying.On Pun Advertising Language[J].Journal of Xiangnan University,2006,27(1):80-82. |
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| Authors: | ZHANG Li-ying |
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| Abstract: | Language is an important carrier of inform ation.The advertising language is the treasure and center of the success of advertisement.As a rhetoric device pun is largely employed in the advertisement as it is easiser to rememeber. It reminds the audience of their pleasant feeling.An appropriate pun brings people humour and imagination about the advertied products.Thepopularity of pun in the advertisement dues to the aesthetic custom and cultural tradition of the public. |
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| Keywords: | advertising language pun type function aesthetic custom cultural tradition |
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