浅析广告中字母外来词的文体效应及其规范化问题

Analysis about the Style Effect and Relative Regulation about Letter Loanwords in Chinese Advertisements

现在的汉语广告中有很多都用到了外来词,尤其是近年内出现的新型外来词。它们形式灵活多变,与汉语固有词汇的连接俏皮生动,通过不同手段达到了感染大众、促进消费的功用,因此具有很强的文体效应。本文通过大量例子分析广告中字母外来词的使用效果,探讨有关对其进行规范的问题。

Nowadays,there appear a lot of letter loanwords in Chinese advertisements,especially the new types. With flexible and agile forms,they have various ways to inosculate with Chinese words. Therefore they func-tion as activator of consumption by different approaches in infecting the crowds. That's why we say letter loanwords have strong style effect. The writer tries to analyze the effects in some examples and their standardization.