广告谐音成语新辩论

On the New Controversy of Ad Homophonic Idioms

广告谐音成语现象蕴涵了复杂的"三维"矛盾冲突——传统文化的挑战与现代公众认同的矛盾冲突;语言文字规范与商业广告经济的矛盾冲突;传统修辞与广告修辞的矛盾冲突。这"三维"矛盾冲突是广告谐音成语现象备受关注和争议的根源。

This paper has a systematic analysis of the phenomenon that ad homophonic idioms implicated a complicat-ed three-dimensional contradictions and conflicts———challenges of traditional culture and modern public recognition,language norms and commercial advertising economy,and traditional rhetoric and ad rhetoric.The three-dimensional contradictions and conflicts are the root of much attention and controversy of ad homophonic idioms.