广告文案写作中成语活用现象的语言学思考  

Linguistic Discussion on the Flexible Usage of Idioms in Advertisement Writings

作　　者：王凤敏 

机构地区：[1]河南省政法管理干部学院人文社科系,河南郑州450002

出　　处：《漯河职业技术学院学报》2005年第4期119-121,共3页Journal of Luohe Vocational Technical College

摘　　要：成语活用作为广告文案写作的主要方法之一被广泛使用。成语活用分为“旧瓶装新酒”、“撇开原成语的整体义,回归成语的表面义”、“更换原成语中某个字词,产生仿拟式成语”三种情形,从语义、语音、语境的角度即语言学的角度进行分析,阐述了其合理性。同时,对成语活用中存在的问题以及成语活用所带来的社会问题进行分析,提出相应的建设性意见。As one of the skills in advertisement writing, the flexible usage of idioms has been generally accepted. This paper, on the basis of linguistic analysis from the points of view of linguistic meaning, phonetics and linguistic context, dwells on the rationality of this phenomenon under three categories--“ new wine in the old bottle”,“ discarding the holistic meaning of the idioms and returning to its verbal meaning”, and “duplicating idioms by replacing certain words or characters in the idioms”. Meanwhile, it also presents the existing problems in the flexible usage of idioms and some social problems caused by this phenomenon, and it offers constructive advice in this respect as well.

关 键 词：广告文案 成语活用 语言学 

分 类 号：H152.3[语言文字—汉语]