广告言语幽默初探

广告言语幽默初探
摘  要

随着形形色色的大量广告的涌现，广告中的言语幽默以其独特的魅力越来越受到人们的关注。充分了解广告中言语幽默能够帮助语言学习者更好的了解和学习言语中的幽默现象。文章就言语幽默在广告中的运用、特点及其功能作出初步探讨。
首先，文章简单介绍了幽默的含义以及幽默的表现手法。其次，文章探讨了广告中言语幽默的表现手法以及言语幽默在广告中运用的规则，通过具体文字广告实例加以分析说明，指出只有适当合理地运用广告幽默才能有良好的效果，否则只会起反作用。并且比较了中英文广告中言语幽默的运用，分析中文广告中言语幽默运用不足的原因。接着，文章提出了广告中言语幽默的特点，即以商品为中心，易懂。最后，文章重点分析了广告中言语幽默的功能，包括吸引观众的注意力，增加广告说服力，提高人们对广告的喜爱程度，强调产品的功能和优点。
 
关键词：言语幽默，广告，表现手法，特点，功能
Study on Verbal Humor in Advertising
 

ABSTRACT

With the blooming of various advertisings, and the particular charm of verbal humor in advertising, it is accepting more attention. Have a good understanding of verbal humor in advertising may help language learners gain more knowledge on humor in language. So this thesis is going to have a preliminary study of the use, characteristics and functions of verbal humor in advertising.
  First, this thesis explains the definition and expressions of humor. Next, this thesis lists out the expressions and rules of verbal humor in advertising, analyzing some typical advertisements to get the conclusion that verbal humor in ad would be effective only if it is used correctly and properly. Then a comparison is made between verbal humor used in Chinese and English advertising, accompanied with an analysis on the reasons why verbal humor is used less in Chinese ads. Then, this thesis studies the characteristics of verbal humor in advertising, which are commodity-centeredness and understandability. Finally, this thesis concludes the functions of verbal humor in advertising: attracting audience’s attention, increasing persuasion of advertising, enhancing the like of advertising and emphasizing the functions and advantages of product.

Key words: verbal humor, advertising, expression, characteristic, function

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