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Research on the Rhetoricization Existence in Chinese Network Buzzwords: From Deviation to Visualization

Nowadays, network buzzwords have reached varying degrees of abnormality, but it remains unexplored how systematically deviation and visualization, as two rhetoric devices, are embodied in network buzzwords. Therefore, taking "the 100 network buzzwords" collected by Yaowen Jiaozi as the data and the categorization of deviation in poetic language done by Leech as a rationale, the present study identifies eight types of deviation of network buzzwords and interprets how visual rhetoric is embodied in each type of deviation and its function. In view of these findings, this paper argues for the systematization of deviation and the generalized visualization in deviation, proving the rhetoricization existence in network buzzwords, putting people in a better position to think heuristically about the deviation and popularity of network buzzwords. Keywords—deviation; visual rhetoric; transference; ambiguity