Why is it not good to abuse idioms as advertising language?

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.

Using homophonic idioms as advertising language has not less "added 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.