作　　者： ;

机构地区： 广东行政学院外语系

出　　处： 《解放军外国语学院学报》 2004年第5期10-13,共4页

摘　　要： 在广告英语中,谚语是一种常用不衰且非常有效的表现形式。谚语之所以能够满足广告的语言要求,就是因为谚语简洁精炼,蕴含着深邃的哲理,具有很强的说服力和明确的引导性。由于浏览广告标题或广告口号的人比阅读广告正文的人要多得多,因此,谚语主要是用做广告标题或广告口号。用谚语做广告可以节省篇幅、时间和费用,一条谚语胜过千言万语。 In advertising English, proverbs are often used to good effect. The reason why proverbs can meet the requirements of advertisements is that they are terse and brief, often with moral significance, hence tending to persuade and guide. What is more, people tend to glance over slogans or headings of advertisements rather than to read the texts, proverbs are thus mainly used as the former. The use of proverbs in advertising can save space, time and cost. One proverb may say more than a thousand words.

关 键 词： 广告英语 谚语 活用 创新

领　　域： [语言文字]