摘要

在经济、文化飞速发展的21世纪,作为现代经济社会发展的一种产物，广告在市场、经济和交流中发挥着至关重要的作用。广告为了便于人们记忆，激发消费者潜在的购买欲望，广告语言要独具新颖，具有强烈的说服力，于是修辞的运用成了丰富广告语言的一个重要手段。仿拟是一种开放性的修辞手法，凭借现有的语言形式，并融入自己的语言，从而创造出新词语，它能使广告瞬间吸引大众的注意力，在最短时间内通过其联想能力，激发消费者对该商品的兴趣，以引发他们的购买欲望。伴随着现代商业产业和以市场为导向的经济持续快速发展，越来越多的中国产品进入国际市场。英语作为国际性语言，其重要性日益显著。英语广告作为一种有效的商业宣传手段和文化传播途径已渗透到人们日常生活的角角落落。本文主要阐述仿拟在英语广告中的应用与翻译, 在已有的研究基础上，通过收集到的使用了仿拟修辞格的广告语为语料，归纳、分析仿拟的运用技巧和修辞效果，同样本文将会引用一些未采用仿拟修辞的广告分别加入仿拟研究，通过比较和分析等方法，多角度地探讨仿拟这一修辞格在广告中运用的利与弊，从而来得出仿拟在现代社会英语广告中的应用和翻译的重要性。

关键词：英语广告;仿拟;修辞效果;仿拟修辞格的利与弊

Abstract

In 21st century, the economy and culture have developed at full speed. As a product of modern economic and social development, advertising plays a vital role in market, economy and communication. In order to be memorized easily, and stimulated the customers’ potential desire of shopping, English advertising should be novel, characteristic and persuasive. It has been a more and more prevailing method to apply the rhetoric to the advertising. Parody is an open rhetorical device. It creates new words on the basis of the existed language forms, and blends in with its own words. It can draw the masses’ attention to the product or service in a moment. By means of imagination, parody can stimulate the customers’ consumption desire and arouse their interest to take action. Along with the sustainable development of modern commerce and market-oriented economy, more and more Chinese products have entered into the international market. As an international language, the importance of English becomes more and more outstanding. English advertising as an effective commercial platform, as well as a vital cultural transmission, has penetrated into our daily life everywhere. This paper is aimed to analyze the application and translation of parody in English advertising. Based on the reserved study, the author analyzes and concludes the advertising slogans in English corpus which used the rhetorical parody, revealing the rhetorical effects and applied skills. On the other hand, this paper will cite some English advertising slogans unused rhetorical parody, and compares these slogans with those used rhetorical parody, analyzes and probes into the advantage and disadvantage of parody in the application of advertising multi-angles, thus, comes to the conclusion that in modern times, not only applying parody to English advertising is important, but also using parody to translate English advertising is vital.

Key words: English advertising; parody; rhetorical effects; the advantage and disadvantage of parody