论文部分内容阅读
广告的作用在于将某种信息进行广泛传播。要达到这种交际目的,广告语言应特别注意求新求变。除了适当地运用比喻、夸张,语词义的直解(逆引申),也能给广告增添幽默的情趣。如有一酒家门口写道: 欲尝百味与珍馐,更上一层楼。(见《中国语文天地》1986年第3期) “更上一层楼”是唐代诗人王之涣的名篇《登鹳雀楼》中的名句,后人常借以鼓励别人再接再励,争取更大的成绩,用的是引申义,而广告词中使用的是字面义,意在告诉顾客,要吃宴席,请上二楼。
The role of advertising is to spread some kind of information widely. To achieve this purpose of communication, advertising language should pay special attention to innovation. In addition to the proper use of metaphors, exaggeration, the direct meaning of the word meaning solution (inverse extension), but also to add a humorous taste of advertising. If there is a restaurant door wrote: want to taste every taste and precious, a higher level. (See “Chinese language world” 1986 the third period) “a higher level” is the Tang Dynasty poet Wang Zhizhi’s famous article “Deng Guanquelou” famous, often used to encourage others to reconnect and strive for Greater results, use is extended meaning, and the ad is used literally, intended to tell customers to eat banquet, please on the second floor.