广告汉语谐音字现象分析

Analysis on misuses of homophones in advertisements

为传达产品的主要信息,反映其真实面貌并提高销售量,广告词应清楚、容易理解、有说服力。实际上,广告人并没严格遵循这个原则,而更加注重广告词给人们留下的深刻印象,其中大量谐音字的使用引起政府、公众、语言学界的强烈反响。在描述媒体谐音字滥用现象的基础上,分析社会各界争议的三个焦点问题及解决对策。

It is recognized that the goal of advertising commentary is awareness, comprehension, conviction and action. But people in the advertising circle often violate this principle by adopting some rhetorical devices, of which using homophones to create pun is one. Since heated discussion and debates are aroused here and there, on the basis of describing the misuses of homophones in Chinese advertisements, the paper intends to find out who attend to this problem, why they regard it as a problem and finally who manage to solve this problem and how.