成语广告语的焦点结构分析

The Focus Structural Analysis of the Idioms Slogan

成语活用于广告领域由来已久。文章采用功能主义语言学理论,结合一些经典的范例,研究的视角触及到成语广告语的焦点结构和主位结构。研究结果表明:只要遵循使用的基本原则,注重商品的特性和成语内涵的融合,成语就能活用。成语活用之后,其音、义及原有结构都会发生改变,呈现出原形活用和变形活用两种形式,每种形式各有不同的类型。

The idioms have been utilized flexibly in advertisement for a long time. This report studies the central structure and thematic structure of the idiom slogans by using the theory of functionalism linguistics, together with some classic exam- pies. The result shows that only if we follow the basic using principles and focus on the characteristics of goods as well as the integration of idiom revelations, the idioms can be utilized flexibly . When they are utilized flexibly, they may be changed in sound, meaning and original structures, and usually used in two kinds of forms - original shapes and deforma- tions, each form has different types.