| 浅谈广告中改造成语修辞法 |
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| 引用本文： | 郎兰.浅谈广告中改造成语修辞法[J].蒙自师范高等专科学校学报,2014(1):51-53. |
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| 作者姓名： | 郎兰 |
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| 作者单位： | 安徽大学文学院,合肥230000 |
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| 摘 要： | 改造成语广告为了符合广告商品的宣传需要,使用飞白、别解、比喻、比拟、移就等修辞格改变成语的原有形态,是对成语的创新型使用,但此类广告破坏了成语的原有结构或者曲解原意,在一定程度上违反了语言规范使用的原则。因此,改造成语广告必须遵循效果原则,一味地为了迎合商品而滥造成语不仅无法达到预期的广告效果,而且也会破坏语言的纯洁性。
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| 关 键 词： | 改造成语 修辞格 效果原则 |
Brief Introduction to the Idioms Renovation in Advertisement |
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| LANG Lan.Brief Introduction to the Idioms Renovation in Advertisement[J].Journal of Mengzi Teachers' College,2014(1):51-53. |
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| Authors: | LANG Lan |
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| Institution: | LANG Lan (Faculty of Arts, Anhui Universtiy, Hefei 230000, China) |
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| Abstract: | In order to comply with the need of advertising products, we often use different figures of speech, such as malapropism, explaining words in another way, metaphor, analogy and transferred epithet to shift on the original form of idioms, for which is a innovation usage of idioms. However this form of advertisements have destroyed original structure of idioms or misunderstood the meaning, for this must have broken the rulers of language. Therefore, idioms renovation need to obey the principle of effect, blindly use idioms renovation could not receive suspecting advertise effect, but also destroys the purity of language |
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| Keywords: | idioms renovation figures of speech：principle of effect |
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