| 论广告语言创作对成语的超常规运用 |
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| 引用本文： | 陈庆汉.论广告语言创作对成语的超常规运用[J].常熟理工学院学报,2006,20(5):71-74. |
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| 作者姓名： | 陈庆汉 |
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| 作者单位： | 河南大学,国际教育学院,河南,开封,475001 |
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| 基金项目： | 河南大学第四批教学改革项目“《广告语言学》课程改革研究”(0421) |
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| 摘 要： | 广告语言创作对成语的超常规运用主要有扩展、删减、换序、双关、仿拟五种情况,能够产生较好的审美功效。在超常规运用成语进行广告语言创作时,须把握四个标准:从意义角度,要求准确、巧妙、明白地表达广告创意;从成语的读音和书写形式角度,要求变化得越少则效果越好;从成语的句法结构上,要求尽量不改动原成语的句法结构关系,更不能出现病句;从形式标记上,要求对变化的部分加上引号。
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| 关 键 词： | 广告语言 成语 超常规运用 |
| 文章编号： | 1008-2794（2006）05-0071-04 |
| 收稿时间： | 2006-06-28 |
| 修稿时间： | 2006年6月28日 |
On the Unconventional Use of Idioms in Advertising Language |
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| CHEN Qing-han.On the Unconventional Use of Idioms in Advertising Language[J].Journal of Changshu Institute of Technology,2006,20(5):71-74. |
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| Authors: | CHEN Qing-han |
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| Institution: | School of International Education, Henan University, Kaifeng 475001, China |
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| Abstract: | The unconventional use of idioms in composing advertising text can be divided into five types: expansion,deletion,inversion,pun and imitation.The unconventional use of idioms in the advertising language has better aesthetic effect.In the unconventional use of idioms in advertising language,the following criteria must be born in mind: the advertising intention should be accurately,clearly and cleverly displayed by the meaning of the idiom;the best effect is to be achieved where the sounding and written form of the original idiom is best preserved;the structure of the original idiom should be kept and any grammatical mistakes should be avoided;the part which has been changed should be highlighted by using quotation marks. |
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| Keywords: | advertising language idiom unconventional use |
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