浅谈广告语言的形美、音美、意美

浅谈广告语言的形美、音美、意美
摘  要

广告语言是广告的的一个重要组成部分之一。作为一种特殊的专门用途语言，它有自己独特的语言美学特征。论文借用许渊冲“三美论”中的三美要素来分析与概括广告的美学特征。许渊冲先生有关诗歌翻译的“三美”论要求诗歌译文应力求“形美、音美、意美”。作者认为“三美”除能作为诗歌翻译的标准外，同样也适用于广告语言的分析。广告的“形美”主要表现为广告在句子结构和文本形式上的独特美，排比、重复、对偶、省略等修辞方法都是“形美”的实现手段，以此来抓住读者的视线。“音美”主要表现为广告语言的韵律和音乐美，音节、音步、重音的合理安排以及压韵的使用都可以实现“音美”，以此来抓住听者的耳朵。“意美”则包括意象美和意境美，生动的词汇以及比喻、拟人、夸张、双关等都可以帮助实现广告的“意美”,从而抓住受众的心。文章旨在推动对广告语言优美特征的更深入的研究，也希望广告美的阐释能给广告创作提供一些有益的启示。

关键词：广告语言，形美，音美，意美
Beauty in Form, Sound and Sense in Advertising Language
 
ABSTRACT

Advertising language is one of the most important parts of advertising. As a language for special purpose, advertising language has its unique aesthetic characteristics. By using three beauties elements in “Three Beauties” theory put forward by Xu Yuanchong, this thesis analyzes and summarizes advertisements’ aesthetic characteristics. Xu’s “Three Beauties” theory holds that beauty in form, sound and sense should be followed in the translation of poems. The author holds that “Three Beauties” can not only be a standard in poetry translation, but also apply to advertising language analysis. “Beauty in form” refers to the unique beauty in sentence structure and text form of advertising language. Parallelism, repetition, antithesis and omission are good ways to achieve beauty in form to catch the readers’ eyes. “Beauty in sound” refers to the pleasant rhyme and music which can be achieved by reasonably arranged syllables, foot, pause and using rhyme means to catch the customers’ ears. “Beauty in sense” includes image and artistic conception. Vivid words, simile, metaphor, personification, hyperbole and pun are ways to obtain this effect to catch the audiences’ hearts. It is hoped that the paper will advance a deeper study on advertising language’s beauty and also give some help to the composing of advertisements.

Key words: advertising language, beauty in form, beauty in sound, beauty in sense

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