Abstract: This thesis attempts to do a brief introduction of parody used in advertising English. Based on the materials collected from books and the Internet, the thesis concludes the definition of parody by previous scholars, the characteristics of parody, the application of this rhetorical device in advertisements and analyzes some examples in modern advertising English. And, in this thesis the functions of parody in the usage of ad are also referred.
Key words: Parody; advertising English; application and functions
摘要：本文旨在研究仿拟在广告英语中的运用。根据查阅书本和网上获得的资料，本文总结了先前学者对仿拟的定义、仿拟的特点、现代广告英语中运用到仿拟修辞手法的例子以及对其做出的分析。最后，文章提及了仿拟在广告英语中所体现的功能。
关键词：仿拟；广告英语；运用与功能
The rhetorical device “parody” is largely employed in advertising English by imitating the known materials, modifying certain elements such as words, phrases, sentences and passages and involving those that are associated with brands and qualities of certain products to the effect that the products concerned can be well publicized (Liu Ming-Zhu,2002). It is used either as a way of ridiculing or drawing negative attention towards a real advertisement or such an advertisement's subject, or as a comedic device, such as in a comedy skirt or sketch in advertising English.
In Macmillan English Dictionary for Advanced Learners, parody is defined as “a musical work that copies a serious work in a humorous way”.
Li Hong-Qin once attempted to make a classification of parody based on the different features of the English and Chinese languages, and an analysis of some special rhetorical features and efforts of parody in English and Chinese advertisements.
