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. You can look for several successful cases for the argument. Then analyze the benefits of the change. Finally, I emphasize not to make random changes, but to make high-level changes; and analyze from inappropriate angles to determine the arguments: Do not change idioms randomly. Just write some disgusting advertising slogans to memorize the arguments. Analysis.

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

"Cough" cannot be delayed, "stomach" is "not", and "eating" is all "eating" "Beauty... 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 this kind of advertising slogans can easily mislead people. Recently, a The call for special rectification of heterogeneous advertising slogans that use homophones indiscriminately and the protection of national language and culture have won the support and attention of everyone.

Social phenomenon

Businessmen changing idioms indiscriminately

Endangering Chinese Education

Nowadays, when walking in the streets or turning on the TV at home, it is easy for people to see words such as "Everyone drinks a cup of wine" (alcohol advertisements), "Wash out of sight" (Laundry advertisement), "Silent No Mosquitoes" (mosquito killer advertisement) and other idioms homophonic advertisements. Netizen "Zai Shuifang" sent a signboard of a teahouse in Shapingba District, the name of the signboard is "Teayan Guanshe" , modified the word "cha" and the word "色" 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 "chaos" to 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, he wrote the word "yi" reluctantly as "yi", but insisted that He was right. When questioned, the child plausibly said: "Dad, that's what the sign of the clothing store near our house says. What's wrong?"

Regarding the homophonic sounds that frequently appear in advertisements Idioms. Teacher Chen, a Chinese teacher at a primary school in Yuzhong District, believes that this kind of idioms is essentially a pseudo-idiom and is harmful to Chinese education. One day, she once mentioned the idiom "whatever you want" in class, and a classmate raised his hand to correct it: " Teacher, you wrote it wrong. The 'desire' of doing whatever you want is wrong!" His reason was: the bathtub advertisement on TV said "bath as you please."

"Regulating the use of Chinese characters means respecting the nation. Culture." Mr. Liu, a citizen, called on government departments to regulate and manage the abuse of idioms and falsification of idioms in advertisements.

Businessmen's statement

Some modifications are effective

But it cannot be abused

Why modify the idiom? Mr. He, the owner of Chayan Guanshe Tea House, said that it is just to make customers feel trendy and creative.

"In 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." Ms. Zhang, a senior planner at an advertising company located in Guanyinqiao Pedestrian Street, Jiangbei District, said advertising language The main function of idioms is to convey information and guide consumption. The primary determinant of whether advertising is effective is whether it can attract people. Merchants use idioms with homophones for creative signboards to attract customers.

Zhang said, it is not possible Deny it, some current advertisements use homophonic tampering with idioms, and the effect is really good, but the popularity of using homophonic idioms in the advertising industry is not the reason why this phenomenon should continue to exist. When we live in an environment where idioms with homophonic tampering are everywhere , will not only have a negative impact on teenagers in school, but will even affect the judgment of adults. "Over time, no one can figure out which word it should be." She said that after the tampered idioms became popular among people, The idiom has lost its original meaning, which is a waste of Chinese language and culture.

Industry and Commerce stated that

does not comply with legal regulations

will be dealt with after verification

It is understood that in 1998, the State Administration for Industry and Commerce promulgated the "Interim Provisions on the Management of Advertising Language and Text": the use of idioms in advertisements must comply with national regulations.

The relevant regulations of the country must not cause misleading. The "Advertising Review Standards" also clearly stipulates: The language and text expressions in advertisements must be true, standardized, healthy, and civilized, and must not deceive or mislead the public; they must not publish words and deeds that affect parents and elders towards children. Advertisement for correct education. 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 characters.

Currently, Hainan, Jiangxi , Zhejiang, Jiangsu, Beijing, Shanghai and other provinces and cities have promulgated corresponding local regulations to standardize the practice of homophonic idioms.

The relevant person in charge of the Advertising Supervision and Management Office of the Municipal Industry and Commerce Bureau said that according to the national Relevant laws and regulations strictly adhere to the approval and management of store registration based on wording specifications, Chinese pinyin usage specifications and foreign language usage specifications. Signboards that use traditional Chinese characters, variant characters, typos or altered homophonic words will not be approved for registration. Merchant abuse Traditional Chinese characters, the use of obsolete "two simplified characters", the 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 a city , Standardized and beautiful text signs, slogans, etc. are an integral part of street culture and one of the ways to display the image of a city. The use of standardized Chinese characters helps to create good sensory effects and represents the civilization of the city and its citizens.

Zhang Hong said that language and writing are not only the basic carrier of a nation’s cultural heritage, but also an important symbol for the externalization of the human soul. The Chinese language and writing has a long history and is the supreme spiritual treasure of the Chinese nation, including idioms, traditional Chinese characters, etc. It also contains valuable cultural genes. Irregular use of words is actually a kind of pollution to the Chinese language and culture, especially for young people. Relevant departments should carry out special rectification to restore a civilized and good business environment to the citizens. Cultural environment and atmosphere.

Chongqing Evening News reporter Ren Wenjie

Positive:

Flexible use of idioms in advertising slogans can enhance the attractiveness of advertising slogans and deepen the product quality The impression in the minds of consumers. It is true that there are many people who use clever and natural slogans, but some advertising slogans have also caused 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. Independent use, with natural meaning

(1) "Not a hair is pulled out" - toothbrush

Decades ago, there was an advertising painting for Liang Xinji Toothbrush Store in Shanghai , using an exaggerated technique, the painting depicts a person using pliers to pull out the hairs on the toothbrush. On one side of the painting are written the words: "Don't pull out a hair". Because this advertisement is interesting and eye-catching, Liang Xinji The reputation of the toothbrush that never pulls out a hair has spread far and wide, which has won a good reputation for the company, effectively won the love of consumers, and improved the company's market competitiveness. The reputation of Liang Xinji Toothbrush Store will last forever. This advertisement, especially the "not pull out a hair", is The slogan of the advertisement is indispensable.

"Not pulling out a hair" may be a metaphor for people who are very stingy and selfish. In this advertisement, the toothbrush seems to be derogatory but actually praises it. To be honest, it writes that the toothbrush bristles are not easy to fall off. Excellent performance.

(2) "No one knows you without typing" - typewriter

This is an advertisement for a typewriter store in the United States. The whole advertisement only contains these five words. It is not 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. In this way It is a metaphor that consumers will not know the quality of typewriters if they are not in contact with typewriters, thus urging consumers to buy a typewriter quickly. The intention is good, and the application is 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 only possible by the car and the driver. Worrying about worries, Puda car alarm is launched with the charm of "sit back and relax", which is undoubtedly what they (her) hope and need.

"Sit back and relax" is like a pillow.

Sleep on a high ground and no longer think about any problems. It is a metaphor for premature optimism. However, Puda car alarm is as willing as it is, and you can be worry-free.

(4), "A promise of a thousand pieces of gold" --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 One word: "One promise brings a thousand pieces of gold." The whole picture is neat, elegant, and has no rhetoric. It just implicitly points out the promise and status that the gold card gives you. Everything is self-explanatory. This way, you can use the bank's credit card with confidence.

The phrase "a promise of a thousand gold" comes from "Historical Records. Biography of Ji Bu Luan Bu": "A Chu people proverb says: 'It is better to get a hundred catties of gold than to get a promise from Ji Bu'." Foreigners also deeply understand the quintessence of China, borrowing from Mr. Sima Qian The words are used for it, which can be said to be the best.

2. The true use is natural.

(1), "Panda Sound makes you immersed in the scene" - - Electronic products

This is the slogan of Panda Audio, an electronic product of Nanjing Radio Factory, a backbone enterprise of painters. The advertisement uses a black background and the main colors are red and black; the music is Mozart's K525G Major String Serenade No. The beginning of a movement; four female violinists wearing black performance clothes. The TV picture is:

A Two violinists playing B One cello player

C Music score, candlestick, rose. 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. The advertising slogan starts from the end of the H shot

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

The TV pictures and music are the advertising slogans As a foreshadowing, the advertising slogan is a deepening of the TV images 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". Due to the performance of electronic audio products The quality is mainly determined by the sound effect, so this advertisement focuses on the sound effect; the best sound effect is "immersive", and the advertising slogan emphasizes this; thereby explaining the excellent performance of the product. At the same time, it also tactfully addresses Consumption has conveyed this message: as long as you own a 681 cassette recorder, you will have an "immersive" enjoyment when listening to music.

(2), "It's hard to say, Just wash it off." - Medicinal lotion

This is the advertising slogan of Enwei brand Jieeryin lotion. In life, people inevitably have "unspeakable secrets". 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 uses euphemism, but from the way the idiom "unspeakable concealment" itself is used in the advertising slogan, it is the true use of the idiom, and it is indeed a In the language, its temptation is very strong.

3. Take half of it and use it wisely

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

This is the slogan in a photography advertisement for the Pisces brand padlock. The two red-painted doors facing each other are locked tightly, with "Qinglong Dao" painted on the left and right door leaves, and the Pisces brand padlock is locked on the door bolt. On the top, FISH-SBRAND (fish brand) runs across the screen, and the four characters "One man is in charge of the pass" are written vertically above the door lock.

"One man is in charge of the pass" comes from "Huainanzi. Military Training" "One person" Guard the pass, but thousands of people dare not cross it." Zuo Si's "Ode to the Capital of Shu" "One man guards the pass, and ten thousand men can't move towards it." Li Bai's poem "The Road to Shu is Difficult" "The sword pavilion is majestic and Cui Wei, one man can guard the pass, but ten thousand men can't move towards it." "Open." It means that the terrain is dangerous and easy to defend. In this advertisement, the author took the first half of it and used it as an advertising slogan. This meaning allows readers to think about it; a lock on the door cannot be opened by ten thousand people. It shows that the Pisces padlock is strong and reliable.

(2), "Unpredictable things happen, but I have personal insurance." - Insurance

This is a personal insurance advertisement of the People's Insurance Company of China. The slogan in the advertisement does not say that "Everyone has misfortunes and fortunes". The slogan does not say that you may not want to take care of the unexpected events in the sky and cannot control them, but you must take care of your own misfortunes. Why? The only way to do it is to take out life insurance.

The slogan

Utilize the deep-rooted Chinese concept of the unity of nature and man, and capture the unique and creative ideas that will produce unique emotions.

4. Use rhetoric and substitute words

(1), " "Jieshi Mosquito Killer, Silently No Mosquitoes"--Jieshi Mosquito Killer Tablets and Potions

This is the advertising slogan for Jiashi Mosquito Killer Tablets and Potions. "No Mosquito" is a joke of "Unknown", and at the same time Still retains the meaning of "obscure": first, the mosquitoes are eliminated, and second, the mosquitoes are killed unknowingly without having any impact on people.

The advertisement promotes these two It has a different meaning, so it is both a homophone and a pun.

(2) "Be prepared for any trouble" - Singapore wind-repellent oil

This is the slogan of a wind-repellent oil in Singapore "Oil" and "you" are homophones (different tones), and at the same time, the meaning of "you" is retained. Only by being prepared (prepared for oil) can there be no danger. It not only promotes oil, but also promotes "being prepared for danger", Therefore, two rhetorical techniques of homophony and pun are also used.

From the perspective of advertising slogan creativity, the situations listed above are indeed very innovative. But we understand that advertising has a guiding and educational role If we examine it from the perspective of As far as the use of the idiom itself is concerned, 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 cause any confusion. Misunderstanding. 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 their compositions, they find that this is completely inconsistent with the context. "Idioms":

Wrong: When the chickens are heard, they dance, and the currents are endless. They take one step ahead, silently, without mosquitoes, and the idle wives and good mothers are safe.

Correct: When they hear the chickens, they dance, and the currents are endless. One step ahead, unknown to the good wives and mothers. Stay safe

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

It is completely understandable that manufacturers or advertising copywriters love idioms. Because idioms have three distinct characteristics: first, they are concise language; They have profound meanings. A large part of idioms come from historical allusions, and some are ancient proverbs and idioms. They are fine literary works that have been preserved after long-term use. When idioms are used as advertising slogans, the advertising slogans themselves are of course concise in meaning. Secondly, performance Extremely powerful. 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, exaggeration and other rhetorical means; they are distinctive, vivid and image-like. . Thirdly, it is easy to read and remember. Most idioms are composed of four characters. The syllables are neat and loud. They are 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 are very eye-catching and easily accepted by the masses. The use of idioms, a fine literary language, We should adopt a correct and prudent attitude. While pursuing benefits, we cannot ignore its social benefits. In fact, if we want the advertising slogan to have a longer and stronger influence, it is better to use the first, second and third situations. , is 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 produce misleading and bad educational effects; third, it is easy to cause confusion among some people among the target audience. 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, whether it is from the guidance and educational role of advertising, from the interests of the company itself, or from the construction of commercial culture When we consider it later, we should avoid the application method of the fourth situation and adopt the application methods of the first, second and third situations.

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