【摘要】 同形表达、局部同形表达和异形表达是广播广告语篇中品牌的三种指同方式。分别具有:减轻听众理解和记忆的负担,强调突出;外语品牌词插入有"洋化"效果,体现了广告的定位;保证了广告语篇的连贯性和层次性等作用。这三种指同方式既是品牌的实现形式和语篇的衔接手段,也体现广告宣传的目的性。更多还原

【Abstract】 Repetition, partial repetition and different expressions are three brand indicators used in broadcast discourse, which can help the listeners’ understanding and memory of the brands and strengthen their impression. The use of some foreign words gives the listeners a sense of exoticness. These three indicators help popularize the brands and make the advertising discourse coherent and goal-oriented.更多还原