On The Phenomenon Of Advertising Slogan’s Parody

Advertising as an important means of information media, apart from you can bring huge economicbenefits, or a strong social function. Which has a rich cultural heritage, clever rhetorical effect Parody is atremendous potential for an effective means of advertising production and rich resources. In this paper, onthe basis of existing research on specific examples in the Chinese advertising, collected in a variety ofmedia used Parody rhetorical slogan corpus, the use of cognitive psychology by exploring thecharacteristics of and audience Parody describe and explain the combination of quantitative and qualitativecombination of inductive and deductive method of combining summarized Parody ad composition andfunctional features of. Cognitive linguistics theory, meme theory, Relevance Theory to explain the creationof Ad Parody justifications.This article includes six aspects. The first chapter, introduction, first the object of study were defined,an overview of the a Parody Research and significance, a brief introduction that this application of thetheory and corpus. Of parodies in the second chapter, advertising constitute. On the basis of a detailedanalysis of the corpus, I ad in imitation of the source to be ontology summed Parody ads are five types:idioms,sayings, poems, lyrics, specifically the term. The formation of the Parody Parody advertising boilsdown to "replace, change the sequence, fusion, and add four categories, and each type in turn analyzed.Chapter III, advertising Parody create justifications. I made two perspectives on the theory and theassociated theory Parody advertising to create the rationale from the mold. Parody rhetorical effect inChapter IV, advertising and misuse of the phenomenon. From the positive performance of the Parodyadvertising attributed to a homophonic similar imitation of justice similar and overlapping similar to three of this type, Parody advertising advantages are clear.Chapter V, the last section of this article the problemsand vision for the future, to summarize it.