成语类广告用语的语言学类型与效果分析

Analysis of the Linguistic Type and Result of the Idiom Form Advert Terms

目前,相当一部分广告用语采用成语或仿造成语造词。广告用语与成语在音、形、义等方面存在差异,可分为五类。各类用语的使用效果也不同。一些生搬硬套的仿造词不仅损害了语言的规范性,而且影响广告的传播效果。

At present,quite a lot of advert terms use idioms or make words with them.Advert terms are different from idioms in phonetic,form,meaning fields,which may be divided into five kinds,and the applied results are also different.Some man-made and imitational terms not only damage the norm of the language,but also affect the result of the advert.