对广告语言文化的理性思考

The Rational Thinking of Ad Language Culture

广告语言是人们关注的热点问题之一。应从理性的角度思考广告语言问题，特别是对待广告语言的一些病症,更应有一个合情合理的态度。应当承认，广告语言对语言是有影响的，但不能任意夸大病态广告语言对社会语言的影响，广告语言不是语言范式的塑造者，而是规范语言的应用者。对广告语言给社会语言带来的种种冲击，必须有一个正确的态度，应当允许广告语言的诗意模仿，广告变用成语也不能一概否定。但广告语言必须遵守两大基本原则，即必须遵守一般语言组词造句的语法规范，必须遵循实事求是的原则。

One of the hot subjects that people follow with interest is ad language which should be considered from the rational angle. A more reasonable attitude should be taken especially towards some symptoms in ad language. It should be admitted that ad language makes a difference in language, but abnormal ad language’s effects on social language can’t be arbitrarily exaggerated. Ad language is not the molder of language pattern, But the user of standard language. We must take a correct attitude to various pounds that ad language brings to social language. Poetic imitation of ad language should be permitted, and the alteration of idioms in ads can’t be totally negated too. Ad language must abide by two basic principles: grammar rules of general language and being practical and realistic.