摘 要随着中国对外贸易的迅速发展，英文广告成为中国企业开拓国际市场的重要手段。英文广告的目的是吸引外国消费者的注意，进而达到促销的目的。广告是否能吸引消费者，关键在于广告语言是否生动有趣。近年来，仿拟修辞格高频率地出现在英文广告之中。在此背景下，本文尝试研究仿拟在英文广告中运用的可行性，用大量实例分析了仿拟在英文广告中的作用和妙处，从而探究商家如何利用这一修辞格来实现广告促销产品目的的。8249
关键词: 仿拟；英文广告；应用
Abstract With the development of China’s foreign trade, English advertisements have become an important means of opening up international market, which are aimed to attract foreign customer’s attentions and promote sales of the advertised products or services. The key factor of attracting the customer’s attention is whether the advertising language is vivid or not. Parody is frequently used in English advertisements recently. In this context, this thesis attempts to study the feasibility of the application of parody in English advertisements. It analyzes the role and advantages of parody in English advertisements with specific examples, so as to explore how the advertisers realize the aim to promote sales by using parody.
Key words: parody; English advertisements; application
On the Application of Parody in English Advertisements
Contents
摘 要 i
Abstract ii
I. Introduction 1
II. Definition and Classification of Parody 2
2.1 The Definition of Parody 2
2.2 The Classification of Parody 4
III. Functions and Linguistic Features of English Advertisements 5
3.1 The Functions and Purpose of English Advertisements 5
3.2 The Linguistic Features of English Advertisements 6
IV. The Application of Parody in English Advertisements 8
4.1. The Construction of Parody in English Advertisements 8
4.1.1 Substitution 9
4.2.2 Inversion 9
4.2.3 Insertion 9
4.2 The Effects of Parody in English Advertisements 10
IV. Conclusion 14
Bibliography 16
Acknowledgements 17
I. Introduction
With the development of Chinese economy, advertising has already infiltrated into various aspects of human life. Advertisers often seek various ways to promote sales of products or services through publicizing their brands or product names. Advertising is aimed to persuade potential consumers to purchase or to consume the product or service advertised. The role advertising plays in the society appears more and more obvious and important, thus advertising linguistics has increasingly attracted researchers’ attention.
Parody is a linguistic product in a communicative context that makes use of an entrenched instance of language use or ready-made linguistic unit to create a new one. As a rhetorical device, parody receives a lot of attentions on its application of ads. With the development of pragmatics and cognitive linguistics, efforts have been devoted to the study of pragmatic function of parody and its cognitive working mechanism. Leech describes and analyzes the linguistic devices (18). Geis analyses American television advertisements and begins by arguing that advertisers should be held responsible for any non-idiosyncratic inferences which are drawn by their audience (25). Xu Guozhen argues that category and prototype are the prerequisite and basis for parody, which indicates that the hypo text is the prototype of the new form (36). Jin Yan continues to take Fauconnier’s theory of Mental Space as its theoretical basis to interpret parody’s meaning construction of cognition in English and Chinese (21). 仿拟在英文广告中的应用分析:http://www.751com.cn/yingyu/lunwen_6497.html