Idioms and advertisements: What are the reasons why people think it is appropriate to change idioms into advertising words?

Look at the problem from both sides You can start with the right one, such as first determining the argument: you can use idioms instead, but don't change them indiscriminately. Demonstration can find several successful cases, and then analyze the benefits of reform. Finally, it is emphasized that we should not change it indiscriminately, but should change it in a high-grade way; There is also an inappropriate angle to analyze and confirm the argument: you can't change idioms indiscriminately. The argument is to write some disgusting advertising memory analysis.

The following is what I found on the Internet. I hope it will help you.

Cough can't be delayed, from "no" to "stomach" and "food" are all "delicious" ... Now, people often see such advertising words in the street. On the surface, this is just a word game played by merchants to attract attention, but such advertising words are easily misleading. A few days ago, the call to carry out special rectification of homophonic words and heterogeneous advertising words and protect national language and culture has received everyone's support and attention.

Cluster phenomenon

Merchants change idioms indiscriminately.

Endanger education in China.

Nowadays, walking in the street or turning on the TV at home, people can easily see homophonic advertisements of idioms such as "every mouthful is a cup" (alcohol advertisement), "washing out" (laundry advertisement) and "silent mosquito" (mosquito killer advertisement). The netizen "on the water side" posted a signboard in a tea house in Shapingba District. The name of the signboard is "Tea Words View House", and the words "tea" and "color" in the idiom "observing words and observing colors" have been modified.

Chongqing Evening News reporter observed that using homophonic idioms as advertising language did not "add chaos" to children.

Mr. Liu, who lives in Jiahua New Town, Yuzhong District, said that his 8-year-old son once wrote a short essay with four typos. For example, write the reluctant "Yi" as "Yi", but insist that you are right. When asked, the child plausibly said, "Dad, that's what the sign of the clothing store near our home says." What's the matter? "

For this kind of homophonic idiom, which frequently appears in advertisements, Mr. Chen, a Chinese teacher in a primary school in Yuzhong District, thinks that this idiom is essentially a pseudo idiom, which is harmful to Chinese education. One day, she talked about the idiom "do whatever you want" in class, and some students raised their hands to correct it: "Teacher, you wrote it wrong. Arbitrary' desire' is wrong! " His reason is that the bathtub advertisement on TV says "Take a shower at will".

"Standardizing the use of Chinese characters means respecting national culture." Mr. Liu, a citizen, called on government departments to regulate the abuse and tampering of idioms in advertisements.

Merchant statement

Some modifications are effective.

But it cannot be abused.

Why should we modify idioms? Mr. He, the owner of the teahouse, said that it makes customers feel trendy, creative, fun and fashionable.

"To some extent, the design of the store signboard represents the image of the store. Signboard design plays an important role in attracting customers into the store. " Miss Zhang, a senior planner of an advertising company located in Guanyinqiao Pedestrian Street in Jiangbei District, said that the main function of advertising language is to convey information and guide consumption. Whether advertising communication is effective or not, the primary determinant is whether it can attract people. Merchants use homophonic idioms as signs to attract customers.

Zhang said that it is undeniable that some advertisements tamper with homophonic idioms with good results, but the popularity of tampering with homophonic idioms in advertising industry is not the reason why this phenomenon should continue to exist. When our living environment is full of homophonic idioms, it will not only bring bad influence to teenagers at school, but even affect the judgment of adults. "Over time, which word should it be, everyone is very confused." She said that after the tampered idioms were deeply rooted in people's hearts, they lost their original meaning, which was a waste of China's language and culture.

Industrial and commercial theory

Not in conformity with the law

It will be dealt with after verification.

It is understood that 1998, the State Administration for Industry and Commerce promulgated the Interim Provisions on the Administration of Advertising Language and Characters: the use of idioms in advertisements must comply with relevant state regulations and must not be misleading. Advertising censorship standards also clearly stipulate that the language expression of advertisements must be true, standardized, healthy and civilized, and must not deceive or mislead the public; Advertisements that affect parents and elders to correctly educate their children's words and deeds shall not be published. The Law of People's Republic of China (PRC) on Common Language and Characters promulgated in June, 5438+October, 2000/KLOC-0 also has clear provisions on regulating the use of Chinese characters.

At present, Hainan, Jiangxi, Zhejiang, Jiangsu, Beijing, Shanghai and other provinces and cities have promulgated corresponding local laws and regulations to regulate the practice of homophonic idioms.

The relevant person in charge of the Advertising Supervision and Management Office of the Municipal Administration for Industry and Commerce said that according to the relevant national laws and regulations, the store registration is subject to examination and approval management in strict accordance with the norms of written expression, Chinese Pinyin usage and foreign language usage, and signboards that use traditional Chinese characters, variant characters, typos or altered homophones are not approved for registration. Businessmen abuse traditional Chinese characters, use outdated "two simplified characters", use typos and variant characters, and tamper with idioms. Once verified, advertisers, advertising agents and publishers will be dealt with.

Expert appeal

Give the citizens a good one

Business culture atmosphere

Zhang Hong, a language expert of the Municipal Language and Literature Working Committee, analyzed that for a city, standardized and beautiful written signs and slogans are an integral part of street culture and one of the ways to show the image of the city. The use of standardized Chinese characters is helpful to create a good sensory effect and represent the civilization of the city and citizens.

Zhang Hong said that language is not only the basic carrier of a national cultural heritage, but also an important symbol of the externalization of human mind. Chinese has a long history and is the supreme spiritual wealth of the Chinese nation. Idioms and traditional Chinese characters contain valuable cultural genes. The nonstandard use of Chinese characters is actually a kind of pollution to China's language and culture, especially to teenagers. Relevant departments should carry out special rectification to give citizens a civilized and good business and cultural environment.

Chongqing Evening News reporter Ren

Used for:

The flexible use of idioms in advertising language can make advertising language more attractive and deepen the impression of products in consumers' minds. It is true that many people make use of the ingenious nature, but some advertising languages also bring problems to Chinese teaching in primary and secondary schools, and the bad misleading and educational functions can not be ignored. Give a few examples:

1, independent use, natural meaning

(1), "penniless"-toothbrush

A few decades ago, there was an advertising painting in Liang Xinji toothbrush shop in Shanghai, which showed a man pulling hair out of a brush with pliers in an exaggerated way. The words "nothing" are written on one side of the painting. Because this advertisement is interesting and eye-catching, Liang Xinji's reputation for toothbrush has spread far and wide, winning a good reputation for the enterprise, effectively winning the love of consumers and improving the market competitiveness of the enterprise. Liang Xinji's toothbrush shop has a long-standing reputation, and this advertisement, especially the slogan of "nothing", has contributed a lot.

The "stingy" will is a very stingy and selfish metaphor. In this advertisement, the toothbrush seems derogatory, but in fact, it is written about the excellent performance of toothbrush bristles that are not easy to fall off.

② "No discord, no concord"-typewriter

This is an advertisement for a typewriter shop in America. These five words are the whole advertisement, not short; However, it is rich in meaning and has a particularly strong penetrating power to consumers' psychology.

"No fight, no acquaintance" means no acquaintance without contact (unpleasant contact). This metaphor means that consumers will not know the quality of typewriters unless they are exposed to them, thus prompting them to buy a typewriter at once. Intention can be described as good, and transfer can be described as clever.

(3) "Rest easy"-the anti-theft device of Puda automobile.

This is the slogan of Puda car burglar alarm. Cars bring benefits and convenience to people, but some drivers and drivers are worried that their cars will be stolen. It is undoubtedly their hope and need that the anti-theft device of Puda car is launched with the charm of "sit back and relax".

"Sit back and relax" means sleeping high with a pillow and thinking nothing. Metaphor is premature optimism. Puda's car burglar alarm is willing to take it, so you can be carefree.

(4) "A promise is worth a thousand dollars"-credit card

This is the slogan of American Express Bank in promoting its credit card in Hong Kong. The whole page of the advertisement is black, except that there is a golden credit card in the center of the advertisement, and there are only four words below: "A promise is as good as a gold". The whole picture is neat and elegant, without any rhetoric. It only implicitly points out the promise and status that the gold card gives you, and everything goes without saying. Feel free to use the bank credit card.

"A promise as good as a thousand dollars" comes from Historical Records. Biography of Ji Bu Luan Bu: "The Chu people said,' It is better to keep a promise than a promise'." "Foreigners have also won the quintessence of China, and it is wonderful to use the words of the old man Sima Qian.

2, the use of true colors is natural.

(1), "Let you be there-Panda Audio"-electronic products

This is the slogan of Panda Audio, an electronic product of Nanjing Wireless Power Plant, the backbone enterprise of painters. The advertisement uses a black background, and the color tone is mainly red and black; Music chooses the beginning of the first movement of Mozart's string serenade in K525G major; Four female violinists are wearing black playing clothes. The TV screen is:

Double violin performance b single cello performance

C music score, candlestick, rose. Four-person ensemble

E forest scenery f violinist profile

G 68 1 products with different records.

H international gold certificate

I have many famous audio products. Say the slogan from the end of the H shot

Female voice: Let you be there-male and female voice: panda voice.

Television pictures and music are the foundation of advertising language, and advertising language is the deepening of television pictures and music. The main word of the advertisement is "panda stereo", but the key word to explain the feeling of panda stereo is the idiom "being there". Because the performance of electronic audio products is mainly determined by the sound effect, advertising focuses on the sound effect; The superior sound effect is "being there" and punctuation in advertising language; Thereby explaining the excellent performance of the product. At the same time, it also euphemistically conveys a message to consumers: as long as you have a 68 1 recorder, you will have an "immersive" enjoyment when enjoying music.

(2), "I can't tell you anything, just wash it." -Pharmaceutical emulsion

This is the slogan of Wayne brand Jieeryin lotion. There will inevitably be "skeletons in the closet" in people's lives, especially women from a physiological point of view; Advertising language serves women's privacy psychology. Rhetorically speaking, it uses a graceful melody, but judging from the way the idiom "unspeakable secret" is used in advertising language, it belongs to the real idiom application, which is really right and very tempting.

3. Take half and use it skillfully.

(1), "One man guards it"-Pisces padlock

This is the slogan in the photo advertisement of Pisces padlock. Two red painted doors on the opposite side are locked, and the left and right opposite doors are painted with "Qinglong Knife". Pisces padlock is locked on the door latch, and Fish-Brand crosses the picture. Just above the door lock, there are four big words "one guard".

"And one person guards it" comes from "A Brief Training of Huainan Zibing". "One person guards the customs, and thousands of people dare to pass." Zuo Si's "Shu Du Fu" "One person keeps the customs, and ten thousand people are unwilling." Li Bai's poem "Difficult Road to Shu" is "Although the bunker is strong, one person can keep it, and ten thousand people can't." Willing to say that the terrain is dangerous, easy to defend but difficult to attack. In this advertisement, the author takes the first half of it as a slogan, which means that readers can associate it by themselves; A lock on the door is difficult for ten thousand people to open, which shows that the Pisces padlock is firm and reliable.

(2), "There are unexpected events in the sky, and I have personal insurance." -Insurance

This is the slogan in the life insurance advertisement of China People's Insurance Company. The advertisement didn't say "people are doomed". The slogan does not say that emergencies in the sky can be managed, but personal fortune must be managed. What should I do? Only to participate in life insurance.

Advertising language takes advantage of China's deep-rooted concept of harmonious coexistence between man and nature, and captures the creative and unique singing psychology.

4, with the help of rhetoric, other words instead.

(1) "Jieshi mosquito killer, silent and mosquito-free"-Jieshi mosquito killer tablets and potions.

This is the advertising slogan of Jieshi mosquito killing tablets and potions. "Mosquito-free" and "odorless" are homophonic, while retaining the meaning of "odorless": one is to kill mosquitoes, and the other is to kill mosquitoes unconsciously, which has no influence on people.

Advertising promotes these two meanings, so it is both homophonic and pun.

(2) "Oil is safe"-Singapore flooding

This is a slogan of a wind-expelling oil in Singapore. "Oil" and "you" are homophonic (with different tones), but they also retain the meaning of "you". Only when you are prepared (prepare oil) can you be safe. It not only promoted oil, but also promoted "being prepared for danger in times of peace", so it also used two rhetorical devices: homophonic and pun.

From the perspective of advertising creativity, the above situation is really innovative. However, judging from the orientation and educational function of advertising, the answer will not be consistent.

It should be admitted that the first, second and third situations are well used, especially the first, second and third situations. From the use of idioms itself, it will not produce misleading and bad educational effects; Although the third situation is only half used, because its meaning is still complete, people are used to speaking and writing, so there will be no misunderstanding. The fourth situation is easy to lead to misleading and the educational effect is not good, especially for primary and secondary school students, especially primary school students. So that in his (her) homework, especially in his (her) composition, he (she) found such an "idiom" completely out of context:

Mistake: dancing by machine, step by step, no mosquitoes, idle wives, good mothers, turtles.

I was one step ahead of you when I heard the chicken dancing. I am unknown. My wife and mother are both fine.

There are others. Of course, the mistakes of primary and secondary school students in writing idioms can not be completely attributed to the advertising language in the fourth case, but its misleading and negative educational role exists; This has indeed caused a modest problem to Chinese teaching in primary and secondary schools.

It is completely understandable that manufacturers or advertising copywriters love idioms. Because idioms have three distinct characteristics: first, the language is concise and the meaning is profound. A large part of idioms come from historical allusions, and some are ancient proverbs and allegorical sayings, which have been preserved through long-term use. Using idioms as advertising language, the advertising language itself is of course concise. Secondly, it is extremely expressive. Idioms are more expressive than ordinary words, and useless idioms are an important means to create advertising language, because many idioms are originally composed of rhetorical devices such as metaphor and exaggeration. Very distinctive, vivid and vivid. Thirdly, it is easy to read and remember. Idioms are mostly composed of four words, and the syllables are neat and loud, easy to read and remember, which meets the requirements of concise advertising language.

Against:

Advertising is not only a phenomenon, but also a cultural phenomenon. As a commercial culture, especially in advertising language, it is very eye-catching and easily accepted by the public. Therefore, we should adopt a correct and cautious attitude towards the use of idioms as a literary language, and we should not ignore its social benefits while pursuing benefits. In fact, if the advertising language has a long influence and strong influence, it is better to use the first, second and third situations, which is naturally appropriate; The application of the fourth case is dwarfed. First, it destroys the inherent composition and meaning integrity of idioms; Second, it is easy to produce misleading and bad educational effects; Third, it is easy to cause the object to be disgusted by some people in the masses; It is not conducive to the establishment of corporate image and the promotion of products; Fourth, it is not conducive to the construction of commercial culture. Therefore, no matter from the guidance and education of advertising, or from the interests of enterprises themselves, or the construction of business culture, we should avoid the application of the fourth situation and adopt the application of the first, second and third situations.