仿拟在商业广告中的应用

The Application of Parody in Commercial Advertising

Abstract

With the rapid booming of advertising industry, we find ourselves exposed to various advertisements present everywhere. In a sense, advertisement has become an indispensable part of our everyday life. The former is what will be discussed in this thesis. In order to give consumers a deep impression of their products, advertisers and manufacturers employ a great deal of rhetoric methods to enhance the sense of beauty of the advertising language. Parody is a commonly-used rhetorical device in commercial advertisements. Parody can be divided into several categories and has its own beauty, features and functions. The application of parody can make the advertisement attractive, thus enhancing the appeal of the advertisement, and making it more acceptable to the consumers so as to stimulate their desire to purchase. However, there are some unsuccessful parodies in commercial advertising. In addition to discussing the categorization, features and functions of the application of parody in commercial advertising, this thesis examines the causes of those unsuccessful parodies and offers some suggested remedies.

Key Words: parody; commercial advertising; features; functions; unsuccessful parodies; suggested remedy

摘 要

随着广告业的迅速兴起，我们所能见的广告可以说是铺天盖地，从某种意义上说，广告已经成了人们日常生活不可缺少的1部分了。为了让产品给消费者留下深刻的印象，广告语体中运用了各种修辞手段以增强语体的美感，其中仿拟是商业广告中很常见的1种修辞手段。仿拟可以分为不同的种类，它有自己的特色和功能。运用仿拟可以增强广告语体的吸引力，使其更能被消费者接受，引起他们的购买欲望。然而，商业广告中仿拟也有很多败笔。因此本文在讨论上述分类、特色和功能几个问题的基础上，还分析了这些败笔形成的原因并提出了1些改进的建议。

关键词: 仿拟、商业广告、特色、功能、仿拟败笔、改进建议

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