Nowadays, there are many advertisements that tamper with idioms. Do you think it is appropriate? Urgent composition! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !

Look at the problem from both sides. You can start from the appropriate side, for example, first determine the argument: you can use idioms instead, but don’t change them randomly. To provide evidence, you can look for several successful cases and then analyze the benefits of the change. Finally, I would like to emphasize that you should not make random changes, but make high-level changes; and analyze from inappropriate angles to determine the argument: you cannot change idioms randomly. As an argument, write some disgusting memory analysis of advertising slogans.

The following is what I found on the Internet, I hope it will be helpful to you

"Cough" can't be delayed, "stomach" can be reached as soon as "cough" is reached, and "eating" is full of "eating" ... Nowadays, people often see this kind of advertising slogans in the streets and alleys. On the surface, this is just a word game played by merchants to attract attention, but such advertising words can easily mislead people. Recently, the call to carry out special rectification of heterogeneous advertising slogans that use homophones indiscriminately and protect national language and culture has won everyone's support and attention.

Social phenomenon

Businessmen change idioms indiscriminately

Endangering Chinese education

Nowadays, walking in the streets or turning on the TV at home , it is easy for people to see advertisements with homophonic idioms such as "Everyone drinks a cup" (alcohol advertisement), "Wash out of sight" (laundry advertisement), "Silent and silent" (mosquito killer advertisement). Netizen "Zai Shuifang" sent a signboard for a teahouse located in Shapingba District. The name of the signboard is "Cha Yan Guan She", which modified the word "cha" and "color" in the idiom "Observe words and colors".

A reporter from Chongqing Evening News observed that using homophonic adaptations of idioms to create advertising slogans has caused a lot of confusion for children.

Mr. Liu, who lives in Jiahua New Town, Yuzhong District, said that his 8-year-old son once made four typos in a short article. For example, the reluctant "yi" is written as "yi", but he insists that he is right. When questioned, the child plausibly said: "Dad, that's what's written on the sign of the clothing store near our home. What's wrong?"

For such homophonic idioms that frequently appear in advertisements, Yuzhong District Teacher Chen, a primary school Chinese teacher, believes that this kind of idiom is essentially a pseudo-idiom and is harmful to Chinese education. One day, she mentioned the idiom "as you wish" in class, and a classmate raised his hand to correct him: "Teacher, you wrote it wrong. The word 'desire' as you wish is wrong!" His reason was: it was said in a bathtub advertisement on TV. The most important thing is to "bathe as you please".

"Standardizing the use of Chinese characters means respecting national culture." Citizen Mr. Liu called on government departments to regulate and manage the abuse of idioms and falsification of idioms in advertisements.

Business statement

Some modifications are effective

But they cannot be abused

Why modify the idiom? Mr. He, the owner of Chayan Guanshe Tea House, said that he just wants to be fun and fashionable, so that customers feel trendy and creative.

"To a certain extent, the design of a store sign represents the image of the store. Whether it can attract customers into the store, the sign design plays a very important role." An advertising company located in Guanyinqiao Pedestrian Street, Jiangbei District Ms. Zhang, a senior planner, said that the main function of advertising language is to convey information and guide consumption. Whether advertising is effective or not, the primary determining factor is whether it can attract people. Merchants use idioms with homophones to create their signboards in order to attract customers.

Zhang said that it is undeniable that the effect of using homophonic tampering with idioms in some advertisements is really good, but the popularity of using homophonic tampering with idioms in the advertising industry is not the reason why this phenomenon should continue to exist. When we live in an environment full of idioms with homophonic tampering, it will not only have a negative impact on teenagers in school, but will even affect the judgment of adults. "Over time, no one could figure out which word it should be." She said that after the tampered idioms became popular, the idioms lost their original meaning, which was a waste of Chinese language and culture.

Industry and Commerce stated that

does not comply with legal provisions

will be dealt with after verification

It is understood that in 1998, the State Administration for Industry and Commerce promulgated the "Advertising Language Interim Provisions on Text Management: The use of idioms in advertisements must comply with relevant national regulations and must not cause misleading. The "Advertising Review Standards" also clearly stipulate that the language and text expressions in advertisements must be true, standardized, healthy, and civilized, and must not deceive or mislead the public; advertisements that affect parents and elders' correct education of children's words and deeds must not be published. The "Law of the People's Republic of China on the Standard Spoken and Written Language" promulgated in October 2000 also has clear provisions on the standardized use of Chinese character language.

At present, many provinces and cities such as Hainan, Jiangxi, Zhejiang, Jiangsu, Beijing, and Shanghai have promulgated corresponding local 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 in accordance with relevant national laws and regulations, store registration is strictly based on the approval and management of wording specifications, Chinese pinyin usage specifications and foreign language usage specifications, and the use of traditional Chinese characters, Signboards with variant characters, typos or altered homophonic words will not be approved for registration. Merchants' abuse of traditional Chinese characters, use of obsolete "two simplified characters", use of typos, variant characters, tampering with idioms, etc. are all irregularities in word usage. Once verified, advertisers, advertising operators, and advertising publishers will be dealt with.

Experts appeal

Give citizens a good

business and cultural atmosphere

Zhang Hong, a language expert from the Municipal Language Working Committee, analyzed that for For a city, standardized and beautiful signboards, slogans, etc. are an integral part of street culture and one of the ways to display the image of the city. The use of standardized Chinese characters helps to create a good sensory effect and represents the civilization of the city and its citizens.

Zhang Hong said that language is not only the basic carrier of a national cultural heritage, but also an important symbol for the externalization of the human soul. The Chinese language has a long history and is the supreme spiritual treasure of the Chinese nation. Idioms, traditional Chinese characters, etc. also contain precious cultural genes. Irregular use of words is actually a kind of pollution to the Chinese language and culture, which will have a negative impact especially on young people. Relevant departments should carry out special rectification and restore a civilized and good commercial and cultural environment to citizens.

Chongqing Evening News reporter Ren Wenjie

Zhengfang:

Flexible use of idioms in advertising slogans can enhance the attractiveness of advertising slogans and deepen the product’s reputation in consumers’ minds. impression in. There are indeed many people who use clever and natural slogans, but some advertising slogans also pose problems for Chinese language teaching in primary and secondary schools. The bad misleading and educational effects cannot be ignored. Here are a few situations:

1. Use independently, with natural meaning

(1) "Never pull out a hair" - toothbrush

Decades ago, There is an advertising painting for Liang Xinji Toothbrush Store in Shanghai, which uses an exaggerated technique. The painting shows a man using pliers to pull out the hairs on the toothbrush. On one side of the painting are written: "Not a hair is pulled out". Because this advertisement is interesting and eye-catching, Liang Xinji's reputation for never pulling out a hair has spread far and wide, winning a good reputation for the company, effectively winning the love of consumers, and improving the company's market competitiveness. The long-lasting reputation of Liang Xin Kee Toothbrush Shop is attributed to this advertisement, especially the slogan "Nothing is Pulled Out".

“Without penny” is a metaphor for people who are very stingy and selfish. In this advertisement, the toothbrush seems to be derogatory but actually praises the toothbrush. To be honest, it writes about the excellent performance of the toothbrush bristles that are not easy to fall off.

(2), "No fight, no acquaintance" - typewriter

This is an advertisement for a typewriter store in the United States. The entire advertisement only contains these five words, which is neither short nor short; but it is rich in meaning and has a particularly strong penetration into consumer psychology.

"No acquaintance without fighting" means that without contact (unpleasant contact), we will not know each other. This is a metaphor that consumers will not know the quality of typewriters if they do not come into contact with typewriters, thus urging consumers to buy a typewriter quickly. The intention can be described as good, and the application can be described as clever.

(3), "Sit back and relax" - Puda car alarm

This is the slogan of Puda car alarm.

Cars bring benefits and convenience to people, but car theft is a worry and trouble for car owners and drivers. Puda car alarm is launched with the charm of "sit back and relax", which is undoubtedly their best choice. Wants and needs.

"Sit back and relax" is to sleep with pillows raised high and not think about any problems. A metaphor for premature optimism. Puda car anti-theft device allows you to do whatever you want, so you can be worry-free.

(4), "A promise of a thousand dollars" - credit card

This is the slogan of American Express Bank when advertising its credit card in Hong Kong. The entire advertisement uses a black background, but there is a golden credit card in the center of the advertisement, with only four words below: "A promise of a thousand dollars." The whole picture is neat and elegant, without any fancy words. It just implicitly points out the promise and status that the gold card gives you. Everything is unspoken. Use this bank's credit card with confidence.

The phrase "a promise of a thousand gold" comes from "Historical Records. Biography of Ji Bu Luan Bu": "The Chu people have a proverb: 'It is better to get a hundred catties of gold than to get a promise from Ji Bu'." Foreigners also deeply understand the Chinese national quintessence, Using Mr. Sima Qian's writings for his own purposes can be said to be the most wonderful way of writing.

2. The use of true colors is natural.

(1), "Panda Audio brings you to the scene" - electronic products

This is the advertising slogan of Panda Audio, an electronic product of Nanjing Radio Factory, a backbone enterprise of painters. The advertisement uses a black background, with mainly red and black tones; the music uses the beginning of the first movement of Mozart's K525G Major String Serenade; the four female pianists wear black performance clothes. The TV picture is:

A Two-person violin performance B One-person cello performance

C Music score, candlestick, and roses. D Ensemble of Four

E Forest Scenery F Side View of Violinist

G Type 681 Variant Recording Product

H International Gold Medal

I Many famous audio products. Start speaking the slogan from the end of the H shot

Female voice: Make you immersed in the scene - Male and female voice: Panda Audio.

TV pictures and music are the foreshadowing of advertising slogans, and advertising slogans are the deepening of TV pictures and music. The main word of the advertising slogan is "Panda Audio", but the key word that explains how Panda Audio makes people feel is the idiom "immersive". Since the performance of electronic audio products is mainly determined by the sound effect, the advertisement focuses on the sound effect; the best sound effect is "immersive", and the advertising slogan emphasizes this; thus illustrating the excellent performance of the product . At the same time, it also euphemistically conveys the message to consumers: as long as you own a 681 radio recorder, you will have an "immersive" enjoyment when listening to music.

(2), "It's hard to tell, but it can be washed away." - Medicinal lotion

This is the advertising slogan of Enwei brand Jieeryin lotion. In life, people inevitably have "unspeakable secrets", and from a physiological point of view, this is especially true for women; the advertising slogan serves women's privacy psychology. From a rhetorical point of view, it is the use of euphemistic techniques, but from the way the idiom "unspeakable hidden" itself is used in the advertising slogan, it is the true use of the idiom, and it is indeed precise, and its temptation is extremely strong.

3. Take half of it and use it wisely

(1), "One man is in charge" - Pisces padlock

This is a photographic advertisement for Pisces padlock slogan in the advertisement. The two opposite red doors are locked. The two opposite doors have "Green Dragon Sword" painted on them. The Pisces padlock is locked on the door bolt. FISH-SBRAND crosses the screen, above the door lock. The four characters "One man is responsible for the pass" are written vertically.

The phrase "one man is in charge of the pass" comes from "Huainanzi. Military Training" "One man guards the pass, but a thousand people dare not cross it." Zuo Si's "Ode to the Capital of Shu" "One man guards the pass, and ten thousand people cannot cross it." "Xiang." Li Bai's poem "The Road to Shu is Difficult" "The sword pavilion is towering and Cuiwei, one man can guard the pass, but ten thousand men cannot open it." I would like to say that the terrain is dangerous and easy to defend. In this advertisement, the author took the first half and used it as an advertising slogan. This meaning allows readers to think about it; a lock on the door is difficult for ten thousand people to open, which shows that the Pisces padlock is strong and reliable.

(2), "If anything happens, I have personal insurance." - Insurance

This is the slogan in the personal insurance advertisement of the People's Insurance Company of China. The slogan does not say that "everyone has misfortune and good fortune".

The slogan does not say that you may not want to control the unexpected events in the sky, and you may not be able to control them, but you must control your personal misfortunes and blessings. What should you do? Only take out life insurance.

This advertising slogan makes use of the deep-rooted Chinese concept of the unity of nature and man, and captures the unique psychological and creative aspects.

4. Use rhetoric and substitute other words

(1), "Jieshi kills mosquitoes, and there are no mosquitoes in silence" - Jieshi mosquito killer tablets and potions

< p>This is the advertising slogan for Jieshi Mosquito Killing Tablets and Potions. "Wu-mosquito" is a joke of "Wuwen", while still retaining the meaning of "Wuwen": first, the mosquitoes are eliminated, and secondly, the mosquitoes are killed unknowingly without having any impact on people.

The advertisement promotes these two meanings, so it is both a homophony and a pun.

(2), "Be prepared for trouble" - Singapore's wind-repellent oil

This is the slogan of a carminative oil in Singapore. "You" and "you" are close homophones (different tones), and at the same time, the meaning of "you" is retained. Only by being prepared (prepare oil) can you be safe. It not only promotes oil, but also promotes "preparedness", so it also uses two rhetorical techniques of homophony and pun.

From the perspective of advertising slogan creativity, the situations listed above are indeed very innovative. But if we look at it from the perspective that advertising has a guiding and educational role, the answer will not be a blanket yes.

It should be admitted that the first, second and third situations are better used, especially the first, second and third situations. From the perspective of the use of the idiom itself, it will not produce misleading or bad educational effects; in the third case, although only half of it is used, its meaning is still complete, and people also use it habitually when speaking and composing, so it will not misunderstanding occurs. The fourth situation is prone to misleading and bad educational effects, especially for primary and secondary school students, and even more so for primary school students. So much so that in their (her) homework, especially in their compositions, they found such "idioms" that were completely inconsistent with the context:

Error: Hearing the machine, dancing through the flow, leading the fresh step in silence There are no mosquitoes, an idle wife and a good mother, and the turtles are safe when they arrive

Positive: I hear the chickens dancing and the river flows, one step ahead of the unknown, a good wife and a good mother is safe when I leave

There are others. Of course, the incorrect idioms written by primary and secondary school students cannot all be attributed to the advertising slogans in the fourth situation, but its misleading and negative educational effects exist; this indeed poses a moderate problem to Chinese language teaching in primary and secondary schools. .

It is completely understandable that manufacturers or advertising copywriters are fond of idioms. Because idioms have three distinct characteristics: first, they are concise language and profound meaning. A large part of idioms come from historical allusions, and some are ancient proverbs and idioms. They are fine Chinese language products that have been preserved after long-term use. If you use idioms as advertising slogans, the advertising slogan itself will of course have a concise semantic meaning. Secondly, it is extremely expressive. Idioms have stronger expressive power than ordinary words. Useless idioms are an important means of creating advertising slogans, because many idioms are originally composed of metaphors, exaggerations and other rhetorical means; they are distinctive, vivid and vivid. Again, it is easy to read and remember. Most idioms are composed of four characters. The syllables are neat, loud, catchy to read, and easy to remember. They meet the requirement that advertising slogans must be concise.

Opposition:

Advertising is not only a phenomenon, but also a cultural phenomenon. As a kind of commercial culture, especially advertising slogans, which are very eye-catching and easily accepted by the masses, we should adopt a correct and cautious attitude towards the use of idioms, a fine literary language. While pursuing benefits, we cannot ignore its social aspects. benefit. In fact, if you want your advertising slogan to have a longer and stronger influence, it is better to use the first, second, and third situations, which are naturally appropriate; the use of the fourth situation pales in comparison. First, it destroys the inherent composition of the idiom itself and the integrity of its meaning; second, it is easy to cause misleading and bad educational effects; third, it is easy to cause resentment among some people in the target audience; it is not conducive to the establishment of the corporate image and is not conducive to the establishment of corporate image. Product promotion; fourth, it is not conducive to the construction of business culture. Therefore, regardless of the guiding and educational role of advertising, the company's own interests, or the construction of commercial culture, we should avoid the fourth situation and adopt the first, second, and third situations. Application method.

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