论广告词中成语化用的策略性与规范性

Utilization and Regularization of Idioms in Advertising

广告词利用谐音来更换成语中的某些成分,用这样的“新编成语”进行产品宣传。但是,商家在实施宣传策略的同时,也必须遵守语言规则和遵守语言使用的社会道德规范。广告词中的成语化用一般分为两种:一种是积极化用,它体现了美词———积极修辞的效果;一种是消极化用,它要么违背了语言本身的规律性,要么违反了社会道德规范。所以,对广告中成语化用要加以规范,做到既符合语言自身规律,又符合社会道德规范的要求。

Advertisements take advantage of partial tone to change the elements of idioms and publicize the products. However, the nile of language and the social code of ethic should be observed. Generally ,idioms in advertisements can be divided into two categories：positive and passive utilizations. The former reflects the positive effects of rhetoric,while the latter violates the regularity of language itself, or disobeys the social code of ethics. Therefore, the idioms in advertisements should be regularized, in accordance with not only the language law,but also the social ethical requirement.