广告图文修辞现象初探

广告修辞多取图文合璧形式,有时以文为主,有时以图为主.由于信息源出图文两途,广告图文辞格常常用于以意义变化美为特征的辞格,而图画形式本身所具有的表达力,又使得广告图文辞格也能用于以形式美为特征的辞格.与普通辞格相比,广告图文辞格由于语码类别及广告社会功能的影响而呈现出某些特异性.

A Study of Verbal-Visual Rhetoric Figures in Advertisements

Language often works together with pictures to form various figures of speech in advertisements, sometimes the former being the main body, sometimes the latter. With the ad information coming from both language and pictures, verbal-visual rhetoric figures are usually characteristic of the beauty in meaning change. They can also be used to constitute rhetoric figures boasting their formal beauty with the help of pictures' special expressive power. Compared with verbal rhetoric figures, verbal-visual rhetoric figures have some specific characteristics, which can be attributed to the constituting code types and the social functions of advertising.