论广告语言创作对成语的超常规运用

广告语言创作对成语的超常规运用主要有扩展、删减、换序、双关、仿拟五种情况,能够产生较好的审美功效。在超常规运用成语进行广告语言创作时,须把握四个标准:从意义角度,要求准确、巧妙、明白地表达广告创意;从成语的读音和书写形式角度,要求变化得越少则效果越好;从成语的句法结构上,要求尽量不改动原成语的句法结构关系,更不能出现病句;从形式标记上,要求对变化的部分加上引号。

On the Unconventional Use of Idioms in Advertising Language

The unconventional use of idioms in composing advertising text can be divided into five types: expansion,deletion,inversion,pun and imitation.The unconventional use of idioms in the advertising language has better aesthetic effect.In the unconventional use of idioms in advertising language,the following criteria must be born in mind: the advertising intention should be accurately,clearly and cleverly displayed by the meaning of the idiom;the best effect is to be achieved where the sounding and written form of the original idiom is best preserved;the structure of the original idiom should be kept and any grammatical mistakes should be avoided;the part which has been changed should be highlighted by using quotation marks.