从图形背景理论看成语式广告

Interpreting Idiomatic ad From the Perspective of Figure-Ground Theory

成语式广告是广告的一种特殊形式。它是基于成语或习语的一种变异体,而其变异体则隐含了广告产品的名称,功能或创新点。本文采取案例分析方法,从图形背景理论角度分析了一些中文成语式广告。笔者发现成语广告中的变异部分构成图形,能很好的吸引消费者注意,而习语作为背景则能帮助树立产品形象。

Idiomatic ad is a special kind of ad.It is a revised idiom with the deviated part implying the name,function,or creativity of products.Adopting the case study method,the paper analyses some Chinese idiomatic ads on the basis of Figure-Ground theory.It comes to the author that the deviated part in idiomatic ad serves as Figure to attract consumers＇ attention and the idiom serves as Ground to establish good product image.