Research On The Rhetoric Of Sports News Headlines Under The Principle Of Language Economy

The economy principle of language is mainly reflected on the brevity in linguistic form and the use of figures of speech; during the compilation of sports news headlines, the economy principle of language is mainly reflected on the use of various kinds of figures of speech.Based on the economy principle of language and considering both the sports writer and reader, this paper is prevailingly researched on the figures of speech in sports news headlines and conceivable bringing negative effects, which is designed to figure out the problems in sports news headlines writing, thus the author is capable of using the economy principle of language and writing the better headlines. Meanwhile, the reader is able to understand details of the sports news headlines and the sportsmanship inside.The study distributes questionnaires to general readers and then recycles and adopts the methods of documentary?logic analysis and the mathematical statistics to analyze the recycled questionnaires?sports news headlines and the literature information.The data shows that the use of the economy principle of language is frequent while writing sports news headlines, examples as the breviary?metonymy and metaphor. The“part-body” conceptual metonymy and the “body-part” conceptual metonymy are two main kinds of metonymy. The metaphor contains ontological metaphor and conceptual metaphor, and the conceptual metaphor consists of war metaphor?drama metaphor?chess metaphor and business metaphor.The study shows that economy principle of language plays a big role in sports news headlines writing: firstly, the economy principle of language makes the headlines shorter; secondly, it makes the headlines more vivid and attractive. In the meantime, this study also indicates that if the author misuses the economy principle of language, it will bring about negative results, and cannot reach the purpose of economical communication in both authors and readers. For the author, the use of economy principle of language may make the headlines brief to a certain extent, which on the contrary, it may mislead the readers and thus, they may take longer hours to understand what these headlines mean. This kind of headline is practical.Therefore, with the development and innovation of sports media, the authors had better to understand the economy principle of language correctly, and cannot ignore the reception of readers. The authors need to seize the essence and the key points of news,so that they can write an economical headline for both authors and readers.