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双关是一种有效的修辞格,它以诙谐、含蓄的修辞效果被广泛的应用于广告语言创作中。本文结合模因论和顺应论,论证广告双关语是以模因的形式存在、在不断选择与顺应的过程中幸存下来的语言模因产物,具体的说,广告双关语得以广泛的流传是因为其凭借自身的模因属性有效地顺应广告受众的交际语境(心理世界、社交世界、物理世界),从而不断的被选择、复制及传播,最终形成模因。
Pun is an effective rhetoric, which is widely used in advertising language creation with witty and subtle rhetorical effects. In this paper, combining memetics theory and adaptation theory, this paper argues that advertisement pun is a product of memes that exists in the form of memes, which survives continuous selection and adaptation. Specifically, advertisement pun is widely circulated because With its own memetic properties, it effectively complies with the communicative context (psychological world, social world, physical world) of advertising audiences, so that it is continuously selected, copied and disseminated to form a meme.