香港電視廣告語言的修辭特色

梁慧敏

Research output: Contribution to journalArticles

Abstract

修辭離不開我們的生活,現在香港語文科裡的修辭教學只用課文和文學為例而忽略了日常習見的例子,這難免給人枯燥死板的感覺。文章擬就香港電視廣告進行實例探討,以現代修辭學理論內的「積極修辭」為出發點,闡述電視廣告裡較常使用的五種修辭手法,包括誇張、雙關、比擬、反復、對偶,並指出由於地緣環境與時代背景的關係,香港電視廣告呈現粵方言與英語大量使用的現象,而且沒有減少的趨勢。
Rhetoric features are commonly found in everyday speech. However, the current teaching of Chinese rhetoric at Hong Kong schools is always merely associated with the examples of textbooks and literature, which are considered boring and dull. From the perspective of modern rhetorical theory, this paper discusses the five common rhetorical devices based on the speech examples of television advertisements, and explains the common phenomenon of using both Cantonese and English in television advertising language is due to the geographic environment and historical background in Hong Kong. Copyright © 2012 江西師範大學.
Original languageChinese
Pages (from-to)90-94
Journal江西師範大學學報 (哲學社會科學版)
Volume45
Issue number2
Publication statusPublished - Apr 2012

Citation

梁慧敏(2012):香港電視廣告語言的修辭特色,《江西師範大學學報 (哲學社會科學版)》,45(2),頁90-94。

Keywords

  • 香港
  • 電視廣告
  • 修辭
  • 教學
  • Hong Kong
  • Television advertisements
  • Rhetoric
  • Teaching
  • Alt. title: The rhetorical features of TV advertising language in Hong Kong