我国省市旅游宣传口号的图形–背景阐释

The Interpretation of Tourism Slogans in the Chinese Context Based on the Figure-Ground Theory

摘要: 我国文旅产业的发展如火如荼，为了实现“一句话叫响一座城”的目标，各省市摩拳擦掌，为自己量身定制旅游宣传口号。基于凸显的目的以及旅游宣传口号自身的特殊性质，图形–背景理论被主动地纳入了口号制定过程。研究认为旅游宣传口号在语言信息和修辞两方面运用了图形–背景理论，通过把焦点信息后置的手段来凸显自身，使旅游目的地成为图形，面积较大的成分、旧信息成为背景；也运用隐喻、仿拟、谐音和双关等修辞手段自然地凸显自身特点，使城市、省份成为图形，加深了大众的印象，实现了宣传自身的目标。

Abstract: With the determination to “make a city or province to be renowned using only one sentence”, local governments have made all-around preparations to tailor tourism slogans for seizing the opportunity. It becomes more and more necessary as China’s cultural tourism industry is increasingly developing in its full swing. Based on the unique features of tourism slogans, the Figure-Ground Theory was intentionally entailed in the process of slogan-making in order to make its names emphasized. It has been found that tourism slogans employed the Figure-Ground Theory from two aspects, one of which is linguistic expressions and the other is rhetoric. The key information appeared at the end of sentence to be the figure, and the old and widely-known information with a relatively vague and extensive background was pre-placed to be the ground. With such an approach, the name of the city or province itself was highlighted. Apart from it, a range of rhetorical devices, including metaphor, parody, homophone, and pun, were taken into consideration to make characteristics of these cities or provinces salient naturally. Cities or provinces turned to be the figure in such circumstances to make themselves more impressed among the mass, achieving the goal to publicize themselves successfully.