“陌生化”在广告修辞中的运用.doc

目 录 摘 要....................................................................2 Abstract ..................................................................2 一、广告语中比喻手法的陌生化 .............................................3 二、广告语中拟人手法的陌生化 .............................................4 三、广告语中双关手法的陌生化 .............................................5 （一）语义双关................................. .......................5 （二）谐音双关.........................................................6 （三）语法双关.........................................................6 四、广告语中仿拟手法的陌生化 .............................................6 （一）谐音相仿.........................................................6 （二）意思相仿.........................................................6 （三）换词相仿.........................................................7 （四）篇章相仿...................................................... ..7 结 语....................................................................7 注 释 ...................................................................8 参考文献..................................................................8 致 谢....................................................................9 摘 要 陌生化是俄国形式主义谈论文学性的一种重要技巧。在广告中运用“陌生化”技巧，通过改变日常语言传播的模式或者创造出别具一格的新的形式来破坏人们习以为常的反应，用新鲜的语言形式来吸引大众的目光，从而达到良好的宣传效果。近些年来，越来越多的广告使用“陌生化”技巧，有意识的打破一般语法、修辞的手法，以引起人们的注意。本文主要通过该比喻、拟人、双关、仿拟等修辞方面来浅析广告语中陌生化的效果。 关键词：陌生化 修辞 广告语 新鲜 Abstract Defamiliarization is Russian formalism of learning an important skill.In the ads in the use of “Defamiliarization” skills, through changes in daily language communication modes have a style of ones own or create new form to destroy people be accustomed to the reaction, using a new language forms to attract public attention, so as to achieve good publicity.In recent years, more and more advertisements use the “Defamiliarization” skills, conscious break the general grammar, rhetoric gimmick, to attract people’s attention.From a rhetorical perspective, advertising language defamiliarization is m