浅析广告成语的换字现象

A brief analysis of the change words of idioms in advertisements

换字,是广告语中成语变异的一种最常见的形式。这种换字形式往往具有主观性、即时性和社会性的特点。成语换字使广告变得生动有趣,达到了宣传的目的,但是仍存在阻碍语言健康发展、不利于传统文化传承等问题,这就需要我们立足于成语的社会功能,对广告成语做出规范。

Changing words is one of the most common forms of idiom variation in advertising language.This change form is often characterized by subjectivity,immediacy and sociality.The word idioms in advertising become vivid and interesting,achieve the purpose of publicity,but still hinder the healthy development of language,is not conducive to the traditional cultural heritage and other issues,which requires us to base on the social function of idioms to make the specification of advertising idioms.