论广告语言中的熟语翻新

Idiom Renovation in Advertising Language

熟语翻新是广告语言创作中常用的一种手法,往往具有言简意赅、形象生动、通俗易懂、推陈出新等特殊表达效果。广告中的熟语翻新主要有成语翻新、俗语翻新、惯用语翻新、谚语翻新和格言翻新等五种类型。广告语言中熟语翻新的策略主要有原形引用、变形引用和贬词褒用等。

Idiom renovation is frequently used in the innovation of advertising language.Creative usage of idioms, proverbs and two-part allegorical sayings contributes greatly to the enriching of expressions and techniques of advertising. Idiom renovation tends to defy and deform traditional linguistic regulations and has penetrated into various aspects of human life. Tentative research and exploration in this field helps vivify and enrich advertising language.