论广告语言创作对成语的超常规运用

On the Unconventional Use of Idioms in Advertising Language

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。

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 intention should be accurately, clearly and cleverly language, the following criteria must be born in mind： the advertising 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.