Abstract：Parody is a rhetorical device which changes the existing language forms to convey new information. It is widely applied to advertisements by imitating the known materials, modifying certain elements such as words, phrases, sentences and passages. Generally speaking, “parody” in English advertisements can be classified into parodic word, parodic phrase, parodic sentence and parodic text. And it is also deemed to embody such rhetorical features as concision, flexibility, vividness and temporality. For functions, it not only brings aesthetic effects to advertisement, but makes advertisements concise and easy characteristics to be memorized.
Key words: parody; classification; characteristics; functions
摘要：仿拟是为了表现新的内容而对已有的语言形式进行修辞性改造的一种修辞方法。在广告中，它通常是模仿人们所熟知的现有材料，对其词语、短语、句子和篇章进行变动，并与广告宣传的产品名称，品质等相联系，以达到宣传的效果。一般情况下，英语广告中的仿拟可以分为仿词、仿语、仿句和仿篇四类。并具有易辨性、灵活性、生动性和临时性的特点。仿拟在英语广告中具有两方面功能：它既能使广告带有诗情画意的效果，也使得广告简短容易记忆。
关键词：仿拟；分类；特点；功能
