汉语食品广告语谐音字变异现象探析

Analysis on the Phonogram Variation in Chinese Advertising Language of Food

广告语言是广告的核心,是语言存在的一种新的形态,谐音字就是其中一种。谐音是运用字词之间的音相同或及相近(即相谐)的关系,来表达思想的一种语言现象。汉语食品广告中的谐音现象极为丰富,使用频率也很高,谐音字的语言表现形式除了受文字本体的影响之外,还受到社会、心理等各种因素的制约。

Advertising language is the core of the advertising and a new form of the existent language. There are many kinds of advertising, which include the homophonic words. Homophony is a language phenomenon,which uses the same or similar sound between the words, for example, the phase harmonic relationship, to express the thought. The homophony in Chinese food advertising is extremely rich and has been used frequently. Homophonic words are not only affected by language itself but also physical and psychological factors.