解析！宣传语修辞特点
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文/任永辉 <span style="color: black;">宣传</span>是一种特殊的文体，吸收了文艺语体的某些特点，有其特殊的审美<span style="color: black;">需求</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如今<span style="color: black;">宣传</span>不仅要把商品信息传递给消费者，<span style="color: black;">况且</span>要把美感、情感传递给消费者。在<span style="color: black;">宣传</span>如林的时代，为了使自己的<span style="color: black;">宣传</span>别具一格，常常运用<span style="color: black;">有些</span>修辞手法来<span style="color: black;">加强</span><span style="color: black;">宣传</span>语言的表达效果。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/6a1ad2b96f28413da46ca85d0209481f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=de95uzOv2OHQ%2B5ZVZyOQ2gT57nw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/cdf608c51a844899b741b70f053abb7b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=ecGw6YQqYNRfrcxCK1QtJMWuM68%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>修辞中的设问<span style="color: black;">一般</span>都是为了掀起语言的<span style="color: black;">波涛</span>，使语势起伏不平、跌宕有力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">设问<span style="color: black;">能够</span>用在开头<span style="color: black;">亦</span>可用于段与段之间，让设问在结构上起一种承上启下的<span style="color: black;">功效</span>，有时还可用于<span style="color: black;">文案</span>结尾，点明主题、使人回味。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/253906248a28463aba7adb0729b1722d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=3qPinHXBVI%2Bp91bZ0uKlMJcCHSk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>修辞中的设问略有<span style="color: black;">区别</span>，<span style="color: black;">首要</span>设问的<span style="color: black;">重点</span>目的是为了诱发公众的兴趣，问题的答案才是<span style="color: black;">宣传</span>传递的<span style="color: black;">重点</span>信息，<span style="color: black;">因此呢</span><span style="color: black;">宣传</span>修辞中的设问都是<span style="color: black;">需求</span><span style="color: black;">知道</span>作答的，<span style="color: black;">另外</span><span style="color: black;">宣传</span>的设问大都在正文的开头。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b593658720844766875270bd119241a8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=bQA%2BN4GK7cccD6%2Bc85Z6pN0pYds%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如：胃，痛吗？胃，酸吗？胃，胀吗？胃痛，胃酸，胃胀，交给斯达舒。(胃药斯达舒<span style="color: black;">宣传</span>)</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">何以解忧？唯有杜康。(杜康酒<span style="color: black;">宣传</span>)</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/680d4c4688ad4d34a22002946b924b3b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=EO1IbhBBzx8xZpikvjZSCggv6hQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/931ebfca8f6e406083e2afc68f612db6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=M0NulgheS3LO9uyI%2Ff4XYRuSrUE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">恰当运用反复，<span style="color: black;">能够</span>表达<span style="color: black;">剧烈</span>的感情，<span style="color: black;">一般</span>都是为<span style="color: black;">明显</span>重点以加深印象。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而反复<span style="color: black;">必要</span>运用得当，否则它会<span style="color: black;">作为</span>语言的<span style="color: black;">负担</span>而令人生厌。<span style="color: black;">然则</span><span style="color: black;">宣传</span>修辞中的反复则是例外的，常常是多次重复某一词语(多为标识语、中心语，如<span style="color: black;">商场</span><span style="color: black;">宣传</span>中的品牌、厂名等)，不厌其烦。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/25faacfffc61463099413d16430d42c3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=RY38BjzsudXrA8ZYjTx3AmP1UYM%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如：妙在全自动，自动对焦、自动调光、自动美化。(相机的<span style="color: black;">宣传</span>)短短的<span style="color: black;">宣传</span>语言，自动竟<span style="color: black;">显现</span>了四次，<span style="color: black;">明显</span>表现相机的智能化、自动化。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3364e18425f74cf382df9c59afcaa044~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=7DcD94ri8y9MZRIA1%2FVCANaCsWA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a865eca623a6402f97628fa86df1cc15~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=1ge7GB83Gq6MQT2xMx%2BBWEpU4kY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">真实是<span style="color: black;">宣传</span>的生命，而夸张则是故意言过其实，用主观眼光去渲染，铺陈客观事物，以达到<span style="color: black;">明显</span>事物本质，加深消费者印象的修辞效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>语言的夸张，<span style="color: black;">通常</span><span style="color: black;">经过</span>两个<span style="color: black;">途径</span>实现：一是对某些</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">特点夸大、缩小、变形；二是对人主观心理感受进行夸大和强化。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/2173aa994df6476c808a0cc146b105d5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=SGTyLB9eHeLSuoh%2FuDiBMgKkpcY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>运用夸张手法，有的<span style="color: black;">显出</span>真实，给人一种<span style="color: black;">能够</span>接受的感觉，例如：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一杯饮进全身爽，一滴沾唇口中香。(葡萄酒<span style="color: black;">宣传</span>)</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8f755d2e9d0b4dfca79b12ff01003f05~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=ZVr%2BWmmeTwVn0TvMF8K4xGkflfI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/0393c25cbe5d4dc5a46af090a7286172~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=El7RvregIOQtjET8xqwoyTUFbXo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">双关是在特定的语言环境中，借助语言或语义的联系，使语句<span style="color: black;">同期</span>关涉两种事物，言<span style="color: black;">这里</span>而意在彼，以增加<span style="color: black;">宣传</span>的趣味性，<span style="color: black;">导致</span>联想<span style="color: black;">帮忙</span>记忆。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/20626b26509c48bc8bf8958eb7293353~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=RxgmYWtG3%2FSUDaSi0PXWkRXcx0s%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如：某矿泉水的<span style="color: black;">宣传</span>：口服，心服。口服</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">心服<span style="color: black;">做为</span>成语，它的<span style="color: black;">道理</span>是心里嘴里都佩服，两个服都是佩服之意，而<span style="color: black;">宣传</span>词的前一个服却是<span style="color: black;">吃下</span>、喝之义，<span style="color: black;">这般</span><span style="color: black;">宣传</span>词的<span style="color: black;">道理</span>就<span style="color: black;">成为了</span>喝了之后心里佩服，<span style="color: black;">导致</span>一种言<span style="color: black;">这里</span>而意在彼的效果，令人回味。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">举荐</span>阅读：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">探析！<span style="color: black;">宣传</span>语的变化趋势</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/402fe03d7c6e447d880fed28cf9b3372~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=qMj0v2WguvgUIjwI%2FvEerIO%2FM6Q%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b589f424949d4adb81b7e827097983a8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=6nskyUeObyVBZVLZEHelf%2BBAFXE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所说</span>析名，即将主题性的<span style="color: black;">宣传</span>内容以有<span style="color: black;">寓意</span>的形式与<span style="color: black;">宣传</span>的实现部分(品牌或品名)融合在<span style="color: black;">寓意</span>深长的意境氛围中，能过语义化的品名分析和解释，创设风趣雅致且感动人心的语境氛围，使人在直接且含蓄的语势感觉中体味<span style="color: black;">宣传</span>的力量。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8c61dbf59908479596a8abf8a70d569d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=WqbDoV7JSL6%2B%2BcMl3KOIYXPRU7Y%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如：春来江水绿如兰。(春兰空调<span style="color: black;">宣传</span>)不仅<span style="color: black;">显示</span>品牌名<span style="color: black;">叫作</span>的来历，更<span style="color: black;">表示</span>了春兰空调的功用。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一类<span style="color: black;">宣传</span>在生动、<span style="color: black;">明显</span>且极具表现力的析名式的解析性语境中，较好的完<span style="color: black;">成为了</span>宣传品牌的任务，创立了独特的<span style="color: black;">宣传</span>风格。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/eb0f5a2f570143a8953301fdd7ce9c79~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=A11rkUIpYziX8%2B01Naz8sz%2Bbe%2FY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/aad5d01c82654a72a5493e138fe7fc58~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=%2B6Qf4J0TrTgTH9PYDvTHxpsroaw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">仿拟多为成语或谚语的仿拟，这种辞格是<span style="color: black;">经过</span>更换原短语中某个词或语素，临时仿造出新词。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新词中仿造的语素<span style="color: black;">通常</span>与<span style="color: black;">宣传</span><span style="color: black;">制品</span>的品牌、性能、功用等<span style="color: black;">关联</span>，使公众一目了然。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/e8806f3182014ad3ba36ae5592aeec5a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=asPZw9qAW7EBmSH3pK4NGeYyT5I%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如：快治人口(口病药<span style="color: black;">宣传</span>词)，让人清楚地感到是在仿拟成语“脍炙人口”,其中抽换的词“快”与“治”分别与原成语中的“脍、炙”同音。翻造后的词的<span style="color: black;">道理</span>已变为，<span style="color: black;">火速</span><span style="color: black;">能够</span>治好人们口腔中的炎症，强调其疗效之快。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8d860f91069940099577fa50553648c5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=benoxAbLmyymGYcrP1qhsUoqaO4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/d920f2c5ca6f4281a5ae7e240cf97aed~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=lRo4J8bEzD334Wv4ZEoFIxibacA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">产业<span style="color: black;">宣传</span>修辞的借代大都用商标代替<span style="color: black;">制品</span>的全<span style="color: black;">叫作</span><span style="color: black;">或</span>用企业名<span style="color: black;">叫作</span>中的缩略语代替厂名全<span style="color: black;">叫作</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如：鹤舞白沙，我心飞翔。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">(白沙香烟<span style="color: black;">宣传</span>)很显然，这种借代修辞的目的<span style="color: black;">重点</span>是<span style="color: black;">明显</span><span style="color: black;">制品</span>或厂家标识性特征(厂名、品牌)，有<span style="color: black;">认识</span>的凸现商品或厂家，使公众加深印象，以<span style="color: black;">加强</span>其标识度或知名度。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/6abbe9f40bba482688e91e584c02fc2c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=1JvKIWv2XAYsJlxSyn9Ok8%2F1CfI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/37b8e0e67ec64efab5d96bea26270252~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=vyeRWvWMRfDT%2BK6mDyBvuezcryc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">易色<span style="color: black;">便是</span><span style="color: black;">因为</span>表达的<span style="color: black;">必须</span>，临时改变词句的感情色彩、语体色彩或<span style="color: black;">运用</span>范围，<span style="color: black;">导致</span>一种幽默、风趣的情味。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例如：两</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">面三刀。(多功能菜刀<span style="color: black;">宣传</span>)两面三刀本比喻人当面套，<span style="color: black;">背面</span>一套，玩两面派手段的<span style="color: black;">贬责</span>，<span style="color: black;">这儿</span>利用字面<span style="color: black;">道理</span>，强调菜刀功能之多，由贬而褒、幽默风趣，听来过耳难忘。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/ad138ff79c794c8b9e923c88f6b30406~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=IOJjry3fX3vwh5R7Lcp7inHfPEw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">宣传</span>宣传中创造性地运用<span style="color: black;">以上</span>语言形式，不仅<span style="color: black;">拥有</span>形象性，<span style="color: black;">况且</span>其诙谐的幽默感和审美内涵，<span style="color: black;">增多</span>了<span style="color: black;">宣传</span>的艺术性。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/6ad0695de4b54877bd6afe2a2df19eed~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=21zYDIcqSqc2O%2BIG9U4BUh8L5Os%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/7ca3e6d1b980419a8be6d60399d17334~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723537389&x-signature=tzOPZSy1bI7S6uzDr5KxNvVhri0%3D" style="width: 50%; margin-bottom: 20px;"></div>
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<div style="color: black; text-align: left; margin-bottom: 10px;">（此处已添加圈子卡片，请到今日头条客户端查看）</div>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">① 官方头条号：设计智造 顶级创意设计师<span style="color: black;">必须</span></p>
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