| 广告语与语言规范化的矛盾冲突初探 |
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| 引用本文： | 莫桥道.广告语与语言规范化的矛盾冲突初探[J].河北经贸大学学报(综合版),2013(4):26-29. |
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| 作者姓名： | 莫桥道 |
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| 作者单位： | 广东创新科技职业学院公共教学部,广东东莞523960 |
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| 摘 要： | 广告语是广告的核心和灵魂,具有"求益性、求活性和求异性",灵活生动、具有新意,但由于忽视了语言规范化的要求,使广告语的使用与语言规范化产生了冲突。广告语对语言规范化产生的冲突形式表现为熟语翻新、词语搭配和辞格不当三方面。因此,我们应在追求广告效益的基础上,认真遵守语言规范。
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| 关 键 词： | 广告语 求益性 求活性 求异性 语言规范化 冲突 熟语翻新 |
A Primary Research on the Contradiction between Advertisement Language and Language Standard |
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| Authors: | Mo Qiaodao |
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| Institution: | Mo Qiaodao (Public Teaching Department, Guangdong Science ＆ Technology Innovation Career Academy, Dongguan 523960, China) |
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| Abstract: | Slogan is the nuclear and soul of advertisements, which with the characteristic of ＂benefits, flexibilities and creativity＂, but may neglect rules of language standard, thus producing the contradiction between the usage of advertisement language and the standard language. The conflict form of slogan to language standardization manifests in three aspects of renovation, collocations and improper speech. Therefore, we should carefully observe language specification on the basement of pursuit of advertising effectiveness. |
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| Keywords: | advertisement language pursue benefits flexibility and creativity language standard contradiction idiom renovation |
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