Arts , Humanities & Social Science

Abstract

From the perspective of sociolinguistics, based on the sample slogan corpus and with the help of the theory of social psychological rhetoric, this paper explores the external text features of the Chinese and English anti-epidemic slogans through a detailed description of their rhetorical devices and at the same time, starting from the four social psychological functions of rhetoric, further explains the social psychological foundation behind rhetoric devices. The rhetorical similarities between the two types of slogans are that, based on their own language usage habits, they both adopt a variety of figures of speech to achieve the basic mobilization effect of slogans. While the difference lies in that in Chinese slogans, the figures of speech are more focused on realizing the power intention of slogans, and it is necessary to borrow the public power to ensure that the slogan can give full play to the maximum communication efficiency and executive effectiveness in a short time. English slogans, on the other hand, focus on the realization of the enlightenment intention. First ensure the audience's recognition of the slogan itself, and on this basis, further exert the effectiveness of slogans.