广告语的创新必须以规范化为前提

The Innovation and the Regulation of Advertising Language

针对当前广告语的创作中出现的一味求新而不顾规范甚至以“不规范”为新的时弊,分析了广告语破坏语言规范的种种表现及成因,指出此类广告语不仅影响广告诉求效果,而且还会对语言教育、社会风尚等产生不良影响;同时使用规范语言并不会束缚广告创意,现有语言体系的修辞手法才是广告语创新的沃土;此外广告语的创新也可以在展现民族心理和表现人文关怀等方面另辟蹊径。

The pretulation of adevertising creation is to oberserve the regulation of our lauguage. Otherwise the communication of the advertisement should not only be effective but be harmful to the social culture or education. While abiding to the regulation of the traditional lauguage system, the advertisers apt to attain creative ad language by using the rhetoric.