课题研究的理论依据
汉语成语的特点
一是源远流长。
Idioms have specific origins, and once they are formed and introduced, they are used by people for a long time.
Familiar idioms such as "fearless with support," "blind men on blind horses," "stirring the grass to scare the snake," "catching the wind and grasping shadows," "two-faced and treacherous," and "southern tones and northern accents" are commonly used and each possesses a rich historical background.
Not all phrases with historical significance qualify as idioms For a phrase to be recognized as an idiom, it must be accepted by the public, exhibit a fixed structure, and possess a relatively stable meaning Additionally, it should be widely used in both written and spoken forms, demonstrating a strong social foundation and broad popular support Only then can it evolve into a rich and enduring idiom.
二是定型不变。
Fixed expressions, such as idioms, cannot be arbitrarily altered in their structure or components These idioms have evolved over time and represent a product of convention; once established, they maintain a standardized form For instance, one cannot change "欢天喜地" to "欢天笑地" or "南腔北调" to "东腔西调." Similarly, adding to "狼狈为奸" to make it "狼狈而为奸" or shortening "患得患失" to "患得失" is unacceptable Additionally, the structural relationships within these expressions must remain intact, prohibiting changes like "愚公移山" to "移山愚公" or "重见天日" to "天日重见."
三是意义上整体化。
The concept of holistic meaning in idioms refers to the idea that the significance of an idiom is not merely the sum of its individual components, but rather conveys a specific meaning as a whole This implies that one must look beyond the literal interpretation to fully grasp the idiomatic meaning Typically, idioms possess a dual-layered significance, where the surface meaning serves to illustrate the deeper, actual meaning This characteristic distinguishes idioms from standard fixed phrases.
汉语成语的分类
Idiom combinations create diverse structures based on different pairing methods Analyzing the structure of idioms is a crucial approach to thoroughly understanding their meanings and correctly mastering their usage Idioms can be categorized from multiple perspectives, including grammatical structure, semantic structure, narrative nature, origin, rhetorical aspects, and grammatical vocabulary This article focuses on four specific classification methods.
1.1.3.1 按语法结构进行分类
The grammatical structure of Chinese idioms (成语) is complex and can be categorized into two main types The first type is the simple structure, where idioms are fixed phrases that cannot be analyzed grammatically, such as "乱七八糟" (in a mess) and "一清二楚" (clear as day) The second type is the compound structure, typically consisting of two parts, which represents the primary grammatical form of most idioms Based on an analysis of existing research and personal insights, compound idioms can be further classified into various types depending on the relationship between the two parts, with one notable category being the parallel structure.
Idiomatic expressions with parallel structures are common, primarily featuring two-part and four-part forms While four-part expressions like "青红皂白" (the distinction between right and wrong) and "喜怒哀乐" (emotions of joy, anger, sorrow, and happiness) exist, two-part expressions dominate Most two-part idioms maintain a similar grammatical structure in both halves, such as "风平浪静" (calm winds and waves), "守株待兔" (waiting for a hare by the stump), "崇山峻岭" (lofty mountains), "眉清目秀" (with delicate features), "人山人海" (a sea of people), and "天涯海角" (the ends of the earth) Additionally, there are also expressions characterized by a modifying and head structure.
Cấu trúc thành ngữ có mối quan hệ giữa phần trước và phần sau, trong đó một phần là phần sửa đổi và phần còn lại là phần bị sửa đổi Các thành ngữ này có thể được chia thành hai loại: cấu trúc trạng ngữ và cấu trúc định ngữ Ví dụ như: "众矢之的", "掌上明珠", "雪中送炭", "绵上添花", "无稽之谈", "患难之交".
Idiomatic expressions with a subject-predicate structure exhibit a relationship between the two components, akin to the grammatical roles of a subject and a predicate Examples include phrases like "graceful demeanor," "promising future," "vivid memory," "well-dressed," "misfortune strikes unexpectedly," and "a name that doesn't match the reality."
In the realm of predicate structures in idiomatic expressions, the predominant combination is the two-two pairing, although a small portion does not follow this pattern Most idioms feature a one-three combination, such as "emotions change with circumstances" and "loyalty as vast as the sky."
In the structure of descriptive-complement idioms, there exists a relationship of dominance and subordination between the two components, akin to the grammatical roles of a predicate and an object Examples of such idioms include "restoring old items," "sharing autumn's beauty," "manipulating from above and below," "conspiring with ulterior motives," and "seeing through worldly illusions."
The structure of idiomatic expressions involves a relationship between the two components, where one part supplements the other, similar to the relationship between a subject and its complement in grammar Examples include phrases like "as large as the sky," "clear at a glance," "mutually assured destruction," "trending at the moment," and "asking the blind for guidance."
The idiomatic expressions in the narrative structure often feature a combination of syllables arranged in a three-one pattern, such as "love it so much you can't put it down" and "ruined in an instant." Additionally, there is a presence of a compound structure within these phrases.
The structure of idiomatic expressions in Chinese often consists of three parts: the front, middle, and back sections These segments reflect a relationship of dominance and subordination, as well as a dynamic of statement and being stated, similar to how an object phrase fits within a subject-verb phrase in grammar In this configuration, the object of the first phrase serves as the subject of the subsequent phrase Such idiomatic structures are relatively rare.
发人深省、令人神往、指鹿为马、引狼入室、化险为夷、认贼作父 g, 连动结构
In Chinese idiomatic expressions with a linked structure, the two verb components signify actions that occur in a specific sequence, where the order cannot be reversed Examples of such expressions include "getting off the horse to admire the flowers," "opening the door to welcome a thief," "drawing a snake and adding feet," "replacing one with another," and "changing one's mind upon seeing something new."
The internal combinations of condensed idioms are quite unique and limited in number Some of these idioms are difficult to analyze, making them particularly intriguing in the study of language.
The idiom "死不瞑目" highlights a lack of coherence, while "落井下石" demonstrates an inconsistency in form, with "甲" representing "落井" and "乙" representing "下石." It's important to note that the function of compact structure idioms is often predicative, as seen in examples like "一败涂地," "精益求精," and "无微不至."
1.1.3.2 按语法作用进行分类
Idioms are fixed expressions used in sentences, functioning similarly to a single word They can serve various grammatical roles, including as subjects, predicates, adverbials, modifiers, and complements in a sentence.
根据成语的性质，将其分成体词性成语和谓词性成语两类。
Thành ngữ danh từ, còn được gọi là thành ngữ có tính danh từ, đóng vai trò ngữ pháp tương đương với một danh từ trong câu Trong khi đó, thành ngữ vị từ bao gồm cả thành ngữ động từ và thành ngữ tính từ, có vai trò ngữ pháp tương đương với động từ và tính từ.
广告语言概论
Advertising is a promotional method used to introduce products, services, or entertainment programs to the public It typically utilizes various media channels, including newspapers, television, radio, and posters, to reach its audience effectively.
Cao Zhiyun states that "advertising language encompasses all linguistic information within an advertisement, including audio elements, words, sentences (such as lyrics), and written text (which includes pinyin, punctuation, and graphic text)."
In advertising copywriting, effectively conveying the message is crucial to stimulate consumer psychological needs and ignite their desire to purchase, ultimately leading to a buying action The operation of advertising language plays a vital role in this process, serving as a bridge that transmits information about products, services, or companies to consumers.
Advertising language is central to any advertisement, serving as its soul and the most effective means of communication Given the utilitarian purpose of advertising, the language employed exhibits distinct characteristics It intersects with various disciplines such as psychology, rhetoric, sociology, aesthetics, marketing, and communication studies Therefore, both the creative concepts and the linguistic elements of advertisements must integrate principles from these fields to craft innovative and appropriate messaging.
Once the creative concept is established, the language of the advertisement must be meticulously crafted to ensure that it becomes an integral part of the overall idea The principles of advertising language are as follows:
Advertising production and dissemination incur costs, making it essential to adhere to strict time and length constraints This necessitates that advertising language be concise and impactful, conveying product information using the fewest possible words In today's competitive information age, consumers typically do not spend significant time on lengthy advertisements; thus, to capture their attention effortlessly, the language used must be both succinct and powerful Failing to do so risks losing consumer interest and undermines the effectiveness of the advertisement Therefore, from both an economic and advertising effectiveness perspective, it is crucial for advertising language to remain as simple and forceful as possible.
Concise and impactful content demands brevity while effectively highlighting key features that resonate with the audience, capturing their attention instantly The slogan for Shanghai Zhongda Electric Factory's voltage stabilizer embodies this principle with a single powerful word.
“稳！”，一字标的、声音铿锵、过目不忘；春兰空调广告：“春的源泉”；雪碧饮料广告：
"Crystal clear and refreshingly cool," captures the essence of a refreshing experience The Kongfu Family Wine advertisement evokes nostalgia with the slogan, "Kongfu Family Wine makes you long for home." Meanwhile, the Mai's Coffee ad emphasizes deep emotions with the tagline, "Rich in flavor, richer in feelings."
The advertising slogan for Weiwei Soy Milk, "Weiwei Soy Milk, Joyfully Enjoy," effectively captures the essence of the product while resonating deeply with the audience, showcasing its strong persuasive power Similarly, the classic tagline for the "Little Tyrant English Dictionary," "Hoping for a Dragon Child—Little Tyrant," evokes a sense of understanding and affection, tapping into the psychological needs of millions of parents The dual meanings of "Dragon" and "Little Tyrant" create a memorable connection between the product and its intended audience, contributing to the remarkable sales success of the Little Tyrant learning machine.
Advertising language emphasizes brevity, often utilizing ellipses to highlight key points and create a striking impact These ellipses typically omit non-essential elements while retaining critical terms that convey the product's identity and features For instance, in Danone yogurt's ad, "日日达能，天天健康," the full expression would be "Drink Danone yogurt daily for good health," but the omitted words "drink" and "health" are implied Similarly, the Frosty cosmetic line's ad, "霜飞点点，秀色年年," drops "just need" and "will," yet the meaning remains intact Such deliberate omissions enhance the conciseness and effectiveness of the advertising message, showcasing the product's characteristics more vividly.
Advertisements filled with excessive adjectives and jargon often leave viewers confused and unable to remember them, while concise and impactful ads tend to stick in our minds Due to the constraints of time and space, consumers typically take a while to translate advertising exposure into purchasing behavior Therefore, only well-crafted, powerful advertisements can effectively maintain consumer impressions and guide future buying decisions However, it's essential to strike a balance; brevity and length should be determined by necessity Ultimately, effective advertising must be both succinct and compelling to resonate with consumers.
As the saying goes, "Without eloquence, words fall flat." To effectively reach a wide audience, advertising language must avoid blandness, monotony, and clichés It is essential for ad creation to focus on originality, as unique and innovative advertising phrases can maximize the impact and effectiveness of the campaign.
Advertising innovation often utilizes rhetorical techniques such as alliteration, borrowing, repetition, and rhyme For example, the travel shoe ad cleverly employs the idiom "A journey of a thousand miles begins with a single step," while the quick-acting heart remedy ad uses the saying "Heart ailments require heart medicine." Additionally, China Mobile's advertisement evokes a poetic atmosphere by quoting Wang Bo's lines "Though separated by vast distances, friends remain close at heart," illustrating how mobile communication transforms the beautiful dream of connection into reality.
One effective approach in advertising is the use of special sentence structures, particularly the frequent incorporation of imperative sentences or a combination of imperative and interrogative forms Advertising, being a utilitarian form of communication, often employs persuasive language, and imperative sentences serve to directly encourage or entice individuals to take action, aligning well with advertising objectives For instance, a shoe-shining machine ad states, "Before your date, please shine your shoes," while a sports drink ad suggests, "If you want to be healthy, please drink our product." Additionally, many ads utilize a series of questions to capture the reader's attention, concluding with an imperative sentence starting with "please" or "welcome." This technique often proves more effective than straightforward statements, making the advertising message more readily accepted An example can be seen in an advertisement from "Economic Reference," which asks, "Do you want to find a market researcher? Do you want to hire a wealth advisor? Do you want a life consultant? Do you want to employ an economic data analyst? Please subscribe to 'Economic News!'"
David Ogilvy, a renowned American advertising expert, emphasized in "The Art of Writing Advertising" that to persuade others to take action or purchase a product, one must communicate in their language He advocated for the use of plain language in writing to effectively connect with the audience.
现代汉语广告语言中的成语概论
1.2.2.1 广告成语的确定
The concept of advertising copy is crucial, referring to the textual elements within an advertisement The structure of this language component consists of four main parts: the headline, body text, slogan, and accompanying text This article categorizes idioms used directly or indirectly within these advertising texts as "advertising idioms."
The advertisement for the stock market news program on www.Sina.com emphasizes the clarity of global stock market information, promising viewers an easily understandable overview This approach indirectly highlights the program's commitment to delivering concise and accessible financial insights.
In the realm of advertising, creative wordplay transforms traditional idioms into memorable slogans For instance, the Yichun Yigong Loader ad cleverly adapts the phrase “Yugong Yishan” (愚公移山) to highlight resilience, while a footwear company promotes its brand with “Chuan Liu Bu Xi” (川流不息), symbolizing a continuous flow Additionally, a lime factory emphasizes its entrepreneurial spirit with the phrase “Bai Shou Qi Jia,” and a motorcycle advertisement captures the joy of riding with “Qi Le Wu Chong” (其乐无穷) These innovative adaptations not only resonate with audiences but also enhance brand identity.
1.2.2．2．广告成语界定
The use of idioms in advertising is an inevitable phenomenon within the context of Chinese language and cultural practices Despite the increasing complexity and diversity of multimedia advertising formats, language remains a fundamental element of all advertising methods Whether in television, print, radio, or other types of advertisements, incorporating idioms can leave a lasting impression on the audience.
From the perspective of narrow advertising idioms, advertising idioms refer to phrases directly or indirectly used in newspapers, radio, and television Directly used examples include:
一目了然——www.sina.com股市新闻节目广告
一诺千金—— 银行信用卡广告
高枕无忧—— 药枕广告
The phrases "clear at a glance," "a promise worth a thousand gold coins," and "rest easy" in these advertisements are direct applications of traditional Chinese idioms, preserving their original form and meaning.
Indirect advertising idioms refer to phrases that have been adapted from original idioms to specifically suit certain advertising targets These idiomatic expressions are uniquely crafted for particular products or audiences, allowing them to convey borrowed meanings that point to specific goods or unique entities.
一“网”情深——网吧广告 (原成语：一往情深)
一见钟“琴”“琴”有独钟——钢琴广告（原成语：一见钟情）
“咳”不容缓——药品广告（原成语：刻不容缓）
大“石”化小，小“石”化了 ——治结石病广告（原成语：大事化小）
These advertisements creatively transform original idioms, such as "deep affection for the internet," "love at first sight for musical instruments," "urgent like a cough," and "turning a large stone into a small one," into indirect advertising slogans.
It is important to note that there is a specific type of idiomatic language used in advertising for particular products or appeals, characterized by a four-character format that conveys complete meaning and can stand alone.
住得文明活得精彩 海天碧野亲亲家园
送人玫瑰，手有余香 钻石地段美丽恒久
绿，就是生活 生活着快乐着
回归质朴享受单纯 珍爱生命，远离毒品
远离毒品，关爱未来
From a formal perspective, idiomatic expressions in the form of four-character phrases or short sentences lack distinct characteristics, resulting in a vague perception of their "idiomatic appearance." Generally, individuals do not actively recognize these four-character language groups or short phrases as idioms Therefore, this "four-character format" does not fall within the scope of this study.
相关研究综述
Chinese idioms have a long history, characterized by their brevity and depth, reflecting the essence of the Han nationality's language and rich cultural connotations In contrast, advertising represents a hallmark of modern society, infused with contemporary flair As a result, advertising idioms are both familiar and novel, vibrant yet profound, capturing widespread attention In recent years, the language of advertising has gained prominence as a focal point of interest in both linguistic studies and societal discussions, especially with the rapid development of trade and commerce.
So far, research on advertising idioms has largely been limited to scattered articles in journals, with no comprehensive or systematic monographs published Since the 1990s, there has been an increase in studies focused on advertising language, including works such as "Advertising Creativity and Language Art" by Zhang Chongwan, published by Guangming Daily Press in 1997, and "The Art of Advertising Language" by Cao Zhiyun, published by Hunan Normal University Press in 1992, as well as contributions from Yao Dianfang and Pan Zhaoming published by Peking University Press.
In 1992, the publication "Using Chinese Rhetoric" included a discussion on advertising idioms, yet existing research on this topic remains limited and one-dimensional Some studies focus solely on the phonetic aspects of these idioms, identifying them as a rhetorical technique in advertising language However, the concept of advertising idioms has yet to be clearly defined, and their unique characteristics and functions have not been adequately emphasized.
In addition to the aforementioned studies on advertising language, recent years have seen a growing number of journals focusing on the research of advertising idioms These studies primarily concentrate on the rhetorical devices, effects, and aesthetic characteristics of advertising idioms, highlighting their significance in the field.
Recent academic research has delved into linguistics, cognition, and psychocultural perspectives, demonstrating significant depth and specialization Notable studies include Chen Qinghan's exploration of idiomatic expressions in advertising slogans, published in the News Industry journal in February 2007, and Chen Sha's analysis of advertising strategies.
The cultural phenomenon of homophonic idioms in language has been explored through various scholarly works, including "A Study of Rhetoric in Homophonic Idioms" by Dan Qiang, published in 1996 in the Journal of Weifang Education College, and "An Analysis of the Characteristics of Idiomatic Advertising" by Li Nan in June 2008 in the Journal of Taiyuan University Education College Additionally, Ma Zhilan's 2002 article, "Rhetorical Strategies of Idioms in Advertising," published in the Journal of Shayang Normal College, examines the diverse rhetorical applications of idioms within advertising contexts.
In 2009, Jin Dongliang's master's thesis, "A Study of Advertising Idioms," from Jilin University, explores the significance of idioms in advertising from a communication studies perspective The research highlights how idiomatic expressions enhance the effectiveness of advertisements by making them more relatable and memorable to consumers This study underscores the role of language in shaping consumer perceptions and behaviors in the advertising industry.
Advertising idioms reflect the inevitable evolution of Chinese society, existing objectively and unaffected by subjective criticism This article analyzes the phenomenon of "new idioms" in advertising, which includes homophonic idioms like "衣名惊人" (a play on "一鸣惊人"), new colloquial idioms such as "只溶在口，不溶在手," and novel advertising phrases like "住的文明活得精彩." Among these, only the first type is a phonetic alteration of traditional Chinese idioms, while the latter two are four-character phrases that resemble idioms but lack a strong idiomatic essence.
In 2004, the publication of "Advertising Studies" by Ni Ning gained popularity among various educational institutions, highlighting the significant role of advertising and advertising language in social education The textbook notably addresses the rhetorical techniques used in advertising language, including the incorporation of advertising idioms.
The study of advertising idioms holds significant reference value, as each article, paper, and monograph explores distinct research scopes and achieves varying levels of success Nonetheless, they collectively highlight that advertising idioms represent a unique phenomenon in idiomatic usage, showcasing the skillful application of language.
In Vietnam, there is significant research on modern Chinese idioms, notably by Professor Nguyen Van Khang, who has extensively explored these idioms and compared them with Vietnamese idioms His work has culminated in the publication of two modern Chinese idiom dictionaries, which greatly aid Vietnamese learners of Chinese in their study and understanding of idioms Additionally, it is important to mention the doctoral dissertation by Pham Minh Tinh on modern Chinese idioms, along with several master's theses by students focusing on this topic.
Despite the academic focus on the use of Chinese idioms, there has been a lack of research specifically addressing idioms in modern Chinese advertising Currently, the only related work is a master's thesis by Ruan Mengjin from the Graduate School of Foreign Languages at a national university, which explores advertising language.
The study of the characteristics of advertising language in modern Chinese highlights the phenomenon of borrowing from idioms Advertisers often leverage the rich connotations, simplicity, and profound meanings of Chinese idioms to create slogans that effectively convey their messages with clarity and depth However, the paper lacks a comprehensive examination of issues related to the use of idioms in advertising.
In the process of learning Chinese, I have made a concerted effort to study Chinese idioms, as their use reflects language proficiency and enhances communication effectiveness in Chinese.
Previous research has not adequately explored the impact of Chinese advertising idioms from the perspective of Chinese learners, particularly Vietnamese learners Additionally, there has been a lack of application of advertising idioms in the teaching and learning of Chinese idioms This paper aims to address these gaps by focusing on these issues.
小结
This chapter reviews the theories related to modern Chinese advertising idioms, encompassing an overview of Chinese idioms and advertising language Chinese idioms are established phrases with historical and cultural significance, primarily composed of monosyllabic elements, with a typical structure of four syllables The fundamental characteristics of Chinese idioms include their long-standing tradition, fixed forms, and holistic meanings Idioms can be categorized into different types based on grammatical structure, grammatical function, semantic structure, and their sources.
The fundamental principles of advertising language are simplicity, innovation, accessibility, and thoughtfulness To adhere to these principles, advertisers often employ concise and easily understandable idioms, frequently in their adaptable forms This article collectively refers to the idioms used in advertising copy, whether directly or indirectly, as "advertising idioms." It is important to note that there is also a category of idiomatic language in advertising characterized by four-character phrases that convey complete meanings and can stand alone; however, these phrases do not prominently feature idiomatic characteristics and are not the focus of this study.
现代汉语广告成语的特征及社会影响
现代汉语广告成语的一些考察
In specific contexts, advertisers creatively manipulate idioms to achieve unexpected and novel expressions This article investigates the usage of idioms in advertising by analyzing over 140 instances of idiomatic expressions or their imitations found in various advertisements for products and services such as clothing, food, pharmaceuticals, home appliances, real estate, retail, and beverages The study compares and categorizes these advertising idioms based on phonetics, meaning, and structure, identifying three main types: original idiomatic expressions, imitative idioms, and structurally altered idioms Among the 145 advertising idioms examined, a significant portion retains their original form.
共有 40 个，占全部广告成语总数的 27.58%，仿拟式 92 个，占 63,44%，结构更换 13 个，
占8,98%。考察结果图示如下：
保留原型式 仿拟式 结构更换式
图1：广告成语各小类数量
保留原型式广告成语：
一目了然——www.sina.com股市新闻节目广告
一诺千金—— 银行信用卡广告
高枕无忧—— 药枕广告
仿拟式广告成语：
“食”来运转 （时来运转） —— 肯德基广告
千里音缘一线牵 （千里姻缘一线牵） —— 长途电话广告
智者见质 （智者见智） —— 古桥空调广告
治在四方 （志在四方） —— 四方胃片广告
“聊”无禁忌 （百无禁忌） —— 中国电信广告
一“页”成名 （一举成名） —— 中国电信黄页
结构更换式广告成语：
众口不在难调 （众口难调） —— 杏仁广告
一夫当关 （一夫当关，万夫莫开） —— 双鱼牌挂锁广告
四海五洲 （五洲四海） —— 环球牌收录机广告 比例：
图1：广告成语分类的比例
Imitative advertising phrases account for the majority, comprising 63.44% of the total These phrases involve altering specific elements of established idioms to align with the characteristics or attributes of a product This method, unlike the first and third usage techniques, tends to evoke a sense of familiarity and novelty, making it more effective in attracting attention However, the use of such advertising idioms has sparked considerable debate and opposition.
现代汉语广告成语每一种类型的特点如下：
2.1.1 保留原型的广告成语
This type of advertising utilizes traditional idioms as slogans The form of these idiomatic advertisements remains unchanged in pronunciation and word choice, while their meanings either stay consistent or exhibit semantic duality.
保留原型式
仿 拟式结构更换式
Retaining the original form of idiomatic expressions in advertising not only preserves their phonetic and visual similarities but also maintains their meanings and emotional connotations Utilizing established idioms as advertising phrases proves effective, as they accurately and vividly reflect the characteristics of the products, resulting in a compelling impact.
茶余饭后—— Qq论坛活动广告
独一无二—— Forevermark 婚戒广告
难言之隐——“难言之隐”，一洗了之——恩威牌洁尔阴洗液广告
In the advertising process, it became evident that ads utilizing idiomatic expressions with unchanged meanings share common characteristics, particularly that the nature of the products aligns perfectly with the meanings of the idioms For instance, a credit card advertisement employs the idiom "a promise is worth a thousand gold pieces," which emphasizes integrity and strongly relates to the theme of credit, effectively highlighting the card's key feature Similarly, the lighting advertisement using the idiom "overwhelming" not only showcases the specific qualities of the lighting products but also conveys their high sales volume and quality, fostering customer trust and encouraging potential buyers to choose their brand.
From a social psychological perspective, advertisements that use clear and straightforward language tend to have a high acceptance rate By incorporating well-known idioms and employing precise, standard wording, these ads facilitate seamless information dissemination They avoid awkwardness and appear natural and relatable, allowing readers to quickly grasp the nature of the product, which significantly enhances their receptiveness.
For instance, the Wang An computer advertisement claims, "Work burdens become effortless," suggesting that purchasing this brand will lead to a more enjoyable and easier work experience Similarly, an advertisement from a music store stating, "Melodies of high mountains and flowing water, tunes chasing the spring snow," not only implies that the instruments available are high-end and exquisite but also evokes a sense of appreciation for the pure and refined music produced by these instruments.
Data indicates that the usage rates of homophones and semantic puns are comparable The characteristics of retaining original prototype advertising idioms with semantic puns are outlined in the following sections.
“春风满面”——微扇广告
“高枕无忧”—— 药枕广告
“冠冕堂皇”—— 帽子广告
“一毛不拔”—— 上还梁新记牙刷广告
This type of advertising utilizes a rhetorical device known as a "double entendre," where traditional idioms are repurposed in a way that shifts their original meanings to create vivid and expressive new interpretations relevant to the advertised products For instance, the idiom "春风满面," which typically describes a joyful expression, is cleverly used in a fan advertisement to evoke the literal meaning of "the breeze blowing across the face." Similarly, "高枕无忧," originally signifying a sense of complacency, is transformed in a pillow ad to imply "raising the pillow for a peaceful sleep without worries." The phrase "一毛不拔," which denotes extreme stinginess, is playfully adapted in a toothbrush advertisement to highlight that "not a single bristle can be pulled out." Such transformations often shift the emotional connotation from negative to positive, as seen with phrases like "高枕无忧," "冠冕堂皇," and "一毛不拔," which, despite their original pejorative meanings, take on a more favorable tone in their new contexts In contrast, idioms like "春风满面" retain their positive connotations even when their meanings are altered.
The term "all-encompassing" signifies the ability to contain everything within, implying a complete inclusion of all aspects Originally, this idiom refers to the idea of encompassing everything without exception In this advertisement, "包" subtly alludes to dumplings, highlighting their rich variety, fresh ingredients, and a guarantee of satisfaction.
自讨苦吃 —— 某中药铺广告
The idiom originally means to create trouble for oneself In the realm of global pharmacy, traditional Chinese medicine is uniquely characterized by the saying, "Bitter medicine is beneficial for illness." This implies that when one is unwell, they should seek effective treatment through high-quality Chinese herbal medicine, which is often known for its bitter taste.
Patients often willingly seek out challenges, demonstrating a unique aspect of human behavior This clever integration of common proverbs with specific advertising intentions showcases a high level of creativity in marketing strategies.
The advertising language effectively conveys the advertiser's message by utilizing idioms in their literal sense rather than their traditional meanings, creating a dual interpretation that leaves a lasting impression on the audience This semantic play, particularly through the unexpected shifts in meaning of certain idioms, evokes a sense of novelty and humor, making the content both surprising and engaging.
2.1.2 仿拟式广告成语
Idioms are characterized by their well-known fixed structures, which convey specific meanings through their cohesive form To attract more attention to their advertisements or store names, some businesses cleverly manipulate these idioms, altering familiar phrases by changing certain characters to create a new structure and meaning This practice often strips the idiom of its original characteristics, allowing businesses to incorporate beneficial elements into their marketing messages, resulting in phrases that resemble the original idioms but differ significantly in content The article presents a collection of 145 such advertisements, showcasing the overwhelming variety of these modified expressions.
洁净全能, 百“ 衣”百顺（百依百顺）—— 桂林奥森万事洁洗衣粉广告
The term "百依百顺" traditionally conveys blind obedience, often with a negative connotation, as it implies unconditional submission without questioning right or wrong However, its usage has evolved, and it is now more commonly regarded as a neutral expression In this context, the phrase is creatively altered to "万事洁," highlighting that this laundry detergent delivers consistent and excellent results on any type of clothing.
“食”来运转（原成语：时来运转）——肯德基广告
春暖花开，食全食美（原成语：十全十美）——饭馆广告
净如人意（原成语：尽如人意）
汉语广告成语的结构特点
第一章所述汉语成语按结构形式可分成并列结构、偏正结构、主谓结构、述宾结构、
This article examines the structural forms of idioms, aiming to identify which types are most commonly used in advertisements It also investigates whether there are any changes in the structure of idioms that have been altered for advertising purposes compared to their original forms, and explores the reasons behind any observed changes.
据统计共有145个广告成语。广告成语及原成语结构形式分类结果如下：
偏正 主谓 并列 述宾 述补 连动 兼语 紧缩 广告成语 33 44 27 7 10 15 3 6
表1: 原成语，广告成语结构形式分类结果
The results clearly indicate that idioms used in advertisements exhibit a rich and diverse structural form Chinese idioms are categorized into eight types, with each category contributing some idioms to advertising This demonstrates that any Chinese idiom can be borrowed for advertising purposes, as long as it aligns with the characteristics of the product and the creative requirements of the advertisement.
It is important to note whether the structure of advertising idioms differs from that of the original idioms Generally, the modified advertising idioms maintain the same structural form as their original counterparts, with only a few exceptions.
一“名”惊人（主谓） 一鸣惊人（连动） 上海易德礼命名有限公司
开业广告 一名“警”人（主谓） 一鸣惊人（连动） 南通 II 型手表式近电报警
广告 衣名惊人（主谓） 一鸣惊人（连动） 服装广告
一明惊人（连动） 一鸣惊人（连动） 眼病治疗仪广告述补
The phrase "牙口无炎" (meaning "a healthy mouth") emphasizes the importance of oral hygiene, while "哑口无言" suggests a silent, effective communication In the context of toothpaste advertising, these expressions highlight the benefits of using quality dental products Similarly, "e 网情深" (meaning "deep feelings for the internet") reflects a strong connection to online experiences, paralleling the sentiment of "一往情深," which conveys unwavering affection This connection is particularly relevant in internet café advertising, where the emotional ties to digital engagement are showcased.
治在四方（述补） 志在四方（主谓） 胃病患治在四方——四方
胃片广告 一夫当关（主谓） 一夫当关，万夫莫
双鱼牌挂锁广告
快治人口（述宾） 脍炙人口（紧缩） 消炎药广告
The article argues that when using idioms in advertisements, it is essential to maintain their original structure This approach helps readers easily recognize the meaning of the idioms and understand the intent of the advertisement Excessive alteration of idioms can diminish readers' comprehension and undermine the appreciation of these linguistic treasures in the Chinese language.
除了一些原成语和广告成语的结构有差异以外，剩下的结构形式一致。
偏正式： 难言之隐 （难言之隐） 白手起家 （白手起家）
无稽之谈 （无稽之谈） 斤斤计较 （斤斤计较）
主谓式： 春风得意 （春风得意） 鸡不可失 （机不可失）
千里之行， 始于足下
（千里之行，始于足下）
百“文”不如一“键”
（百闻不如一见）
并列式： 盒情盒理 （合情合理） 食全食美 （十全十美）
天长地酒 （天长地久） 闲妻良母 （贤妻良母）
述宾式： “烧”胜一筹 （稍胜一筹） 随心所浴 （随心所欲）
明察秋毫 （明察秋毫） 无所不包 （无所不包）
述补式： 乐在骑中 （乐在其中） 穿流不息 （川流不息）
守口如瓶 （守口如瓶） 一览无余 （一览无余）
连动式： “食”来运转 （时来运转） 闻“机”起舞 （闻鸡起舞）
牙口无炎 （哑口无言 一箭钟情 （一见钟情
兼语式： 引人入店 （引人入胜） 有口皆杯 （有口皆碑）
紧缩式： 精益求精 （精益求精） 无胃不治 （无微不至）
现代汉语广告成语的语义特点及作用
2.3.1 ．现代汉语广告成语的语义特点
Idioms represent a cultural heritage within language, while advertisements serve as a social application of culture The intersection of these two forms of culture is found in idiomatic advertising.
The purpose of advertising is to attract attention and stimulate consumer desire, necessitating designs that resonate with the cultural and psychological traits of the target audience Advertisements that reflect the essence of Han Chinese culture are more readily accepted by consumers Utilizing idioms in advertising is supported by cultural and psychological foundations, as these idioms encapsulate the social life and spiritual world of the Chinese people, showcasing a rich cultural style The typical four-character structure of idioms is concise yet profound, offering a harmonious and symmetrical language form that appeals to the aesthetic preferences of the Han people, as seen in examples like "天长地久" (enduring as the heavens and earth) and "一举两得" (achieving two goals with one action).
The diverse and colorful idioms of the Han people reflect thousands of years of social life and the spiritual world, showcasing the philosophical concepts inherent in Han culture.
Chinese proverbs encompass a wide range of themes, including the "Doctrine of the Mean," "Joy Leads to Sorrow," and "After Extremes Comes the Mean." They reflect ethical values such as respecting teachers and honesty, as well as concepts of sacrifice and betrayal Aesthetic appreciation is also evident in phrases that evoke beautiful imagery, like "Charming and Graceful," "Green Mountains and Clear Waters," and "Golden Winds Bring Refreshment." Additionally, life experiences are captured through expressions like "A Clever Rabbit Has Three Burrows" and "Empathy." These elements collectively illustrate the richness of Chinese idiomatic expressions.
Due to the rich cultural connotations of Chinese idioms, both domestic and foreign products utilize these expressions in their advertising when entering the Chinese market This strategy aims to align with Chinese consumers' cultural preferences, ultimately seeking to attract them and boost sales.
Quảng cáo hoạt động diễn đàn QQ sử dụng thành ngữ "茶余饭后" vì người Trung Quốc có thói quen ngồi lại uống trà và trò chuyện sau bữa ăn Khi nhìn thấy câu quảng cáo này, người dùng internet nhanh chóng hiểu rằng QQ đang quảng bá cho chương trình diễn đàn, nơi sẽ thảo luận và đánh giá về các vấn đề thời sự, kinh tế và các vấn đề nóng hổi.
China, as an Eastern nation, values security, which has inspired insurance companies to create compelling advertisements One such ad states, "Unexpected events can occur, but I have personal insurance," conveying a sense of reliability Regardless of life's challenges and hardships, this message reassures individuals that they are protected.
The use of advertising idioms reflects a facet of China's current stage of commodity economy development, showcasing the evolving values of its people.
观念, 道德观念的变化, 包含着一定的社会、文化、心理因素。
The surge of advertising idioms reflects the rapid development of China's commodity economy, showcasing the diversification and modernization of production as well as improvements in people's lives For instance, the phrase "随心所‘浴" highlights the widespread adoption of household water heaters, while "聊"无禁忌 indicates the continuous enhancement of telephone service quality in China.
Air conditioners have become a staple in countless households, reflecting the widespread adoption of technology in daily life The phrase "a picture is worth a thousand words" highlights how computers have been extensively integrated into Chinese society.
Idioms in advertising reflect the diversity of people's values and social lifestyles For instance, the phrase "衣名惊人" caters to those who seek branded clothing, highlighting a consumer trend Additionally, expressions like "鸡不可失" and "骑乐无穷" illustrate the consumption habits and leisure preferences of certain groups, showcasing the varied perspectives on spending and enjoyment in society.
2.3.2 现代汉语广告成语的作用
2.3.2.1 在语言技巧上的创新作用
Slogans play a crucial role in promotional activities, as an effective slogan can significantly enhance a business's visibility and impact They serve as the foundation for a company's image and the creative direction of print and audiovisual advertising To capture attention and stimulate consumer desire, slogans must be meticulously crafted, showcasing uniqueness and standout features This artistic use of language is essential for achieving widespread recognition, and the innovative application of idioms presents a valuable strategy for refreshing advertising approaches.
Using idioms in advertising showcases linguistic skill, creating ads that are catchy and memorable, as they roll off the tongue and stick in the mind.
先举出几个例子：
高枕无忧 ——（药枕广告）
“排观众之忧，解用户之难” —— 中国电视报广告（原成语：排忧解难）
“春风得意、 兰室温馨” —— 风温空调广告 （原成语：春风得意）
The connection between slogans and products is notably strong, as seen in the idiom "高枕无忧," which literally means "to sleep soundly on a high pillow without worries," reflecting a sense of complacency and relaxation, aptly linking to the concept of a medicinal pillow Similarly, slogans like "排观众之忧，解用户之难" resonate well with audiences The phrases "春风得意" and "兰室温馨" both start with the characters for "spring" and "orchid," cleverly tying in with the main functions of air conditioning—"wind" and "warmth." These examples present a seamless and natural connection, enhancing their acceptance From an artistic perspective, the clever and fitting associations invite deeper reflection, showcasing the beauty of linguistic artistry.
Advertising idioms, whether utilizing the original idiom's literal or overall meaning, or creatively altering their form, deviate from conventional usage This deviation can manifest as a shift in semantic understanding or changes in linguistic symbols (such as pronunciation or characters) The goal is to create something extraordinary that captivates the audience through unique expressions or interpretations, evoking a sense of unfamiliar beauty and insight This approach aims to "touch" hearts, stimulate imagination, and lead these unusual feelings toward an anticipated pinnacle of experience Thus, effective advertising phrases that creatively employ idioms skillfully leverage linguistic variation techniques.
现代汉语广告成语的产生动因
To maximize advertising effectiveness, a significant number of idioms and idiomatic expressions are utilized in advertisements This is primarily because the unique characteristics of Chinese idioms align perfectly with the creative demands of commercial advertising.
Chinese idioms, with their rich history, fixed forms, and holistic meanings, are treasured elements of the nation's language, widely recognized by the public as fundamental vocabulary in social life Their rhythmic and catchy syllables make them easy for people to remember and use, aligning perfectly with the demands of advertising slogans that seek to be memorable and accessible.
The commercial and artistic characteristics of advertising necessitate concise language, making Chinese idioms an ideal choice due to their brevity and profound meaning Idioms possess stronger expressive power than regular words, often employing metaphors and exaggerations that enhance their vividness and imagery, while also reflecting rich Chinese cultural elements These qualities align perfectly with the creative demands of advertising, leading to an increasing use of idioms in advertising copy.
In commercial advertising, the primary goal is to capture attention through originality and vividness Advertisers often creatively alter idioms, skillfully integrating them with specific product features and contexts This approach allows them to leverage the original meanings of the idioms while deviating from conventional usage, creating a striking contrast that generates new meanings Such innovation not only leaves a lasting impression but also provides a unique aesthetic appeal, aligning with the necessity for creativity and novelty in advertising language.
The ultimate goal of advertising is not just to capture attention, but to promote products and stimulate a desire to purchase Skilled designers creatively reinterpret idioms in advertisements, not merely for superficial appeal, but to enhance and emphasize the original meanings while highlighting the innovative aspects that promote the product This flexible use of idioms generates a richer impact, effectively persuading consumers to take action.
An advertisement for a certain chicken product states, "Don't miss the chicken," a play on the idiom "opportunity not to be missed." The original phrase conveys the idea that rare opportunities should not be overlooked The advertisement clearly communicates the owner's intention: his chicken is of exceptional quality and hard to come by, suggesting that failing to purchase it would mean losing out on a valuable opportunity In just four simple words, a profound meaning is effectively conveyed.
Toyota's advertising slogan, "The road tests a horse's strength, time reveals a Toyota," emphasizes the brand's commitment to fuel efficiency, economic viability, and high safety standards suitable for off-road driving The ad creators skillfully combined linguistic elements and idiomatic expressions in Chinese to convey their message, making the advertisement both engaging and meaningful.
The advertisement for Liu Shen Hua Lu Shui cleverly plays on the Chinese idiom "liu shen wu zhu" (六神无主) by transforming it into "liu shen you zhu" (六神有主), which means "the spirits are in control, and the family is worry-free." This creative twist utilizes the phonetic and semantic connections between words, replacing "wu" (without) with "you" (with) to create a strong semantic contrast This emphasizes the product's ability to alleviate worries and enhance joy in life Through this linguistic manipulation, the advertisement deepens consumer trust in the product.
In today's advertising-saturated society, every interaction with media generates a significant amount of advertising exposure for individuals.
The use of idioms in advertising has significantly increased, requiring a strategic approach to effectively incorporate them When utilized correctly, idioms can enhance the impact of an advertisement, making it more memorable and engaging.
现代汉语广告成语对社会的影响
The phenomenon of modified idioms being extensively used in advertising has been a focal point of interest in both academic and social circles Currently, there are two prevailing perspectives regarding the use of idioms in advertisements: one viewpoint emphasizes the various positive impacts of these idioms, leading to an overall endorsement, while the opposing perspective highlights their negative effects, resulting in a complete rejection.
Proponents believe that Chinese idioms, typically composed of four characters, are novel, interesting, concise, and easily understood The clever use of idioms in advertising transforms their original meanings, creating memorable and engaging messages that stand out This technique showcases linguistic skill, providing a familiar yet fresh experience for consumers By subtly altering commonly used idioms to relate to specific products, advertisers enhance trust in their messages, ultimately increasing consumers' desire to purchase.
虽然篡改了固有成语但赞成者认为这样做不会带来任何危机。
The effective use of idioms in advertising is influenced by various factors, including the linguistic environment, the scope of dissemination, and the inherent development patterns of advertisements Typically, idioms are employed within the context of a specific advertisement and are not broadly applicable This limitation arises from the need to align the idiom with the product's characteristics, type, brand, and the creative aspects of the advertisement, rather than using idioms arbitrarily Furthermore, innovation is crucial in advertising, as each product should possess its unique and original promotional approach.
Slogans are crucial for connecting advertisements to products; imitating others or using the same idioms only serves to promote someone else's brand Typically, individuals would avoid such foolishness, which is why "Xunda" stands out as a unique choice without alternatives.
The root cause lies in the nature of advertising slogans, which are a form of creative expression When one mimics others, it almost openly admits to "copying," suggesting a lack of originality and skill As a result, even mediocre slogan creators are reluctant to embrace this approach.
Despite the modernization of media, the number of advertisements that can be widely disseminated on a national or provincial level remains limited due to various constraints Additionally, the differences in age and interests mean that fewer advertisements capture the attention of teenagers Consequently, the impact of these advertisements on young people is not as significant as it is for adults, particularly for professionals sensitive to language changes However, idioms that are widely circulated, frequently encountered, and difficult to understand or less commonly used still have a certain influence on middle school students' learning.
Opponents argue that advertising slogans negatively impact the standardization and healthy development of the Chinese language Modern Chinese is a regulated linguistic system with strict standards in phonetics, vocabulary, and grammar, and the civilization and health of a nation's language are vital markers of social progress Idioms are a treasure of the Chinese language and deserve protection However, advertisements often distort idioms, leading to clichés that fail to achieve their intended effect and create confusion, as seen in phrases like "天长地酒" (Long-lasting wine) and "心地善凉" (Kind-hearted cooling), which are forced and lack clarity Additionally, a hot pot restaurant altered the idiom "国色天香" (National beauty and fragrant) to "锅色天香" (Pot color and fragrant), while an oil company changed "遥遥领先" (Far ahead) to "肴肴领先" (Dish leading) Although these adaptations have some relevance, they appear awkward and lack aesthetic appeal, potentially harming the transmission of Chinese idioms.
Advertising often focuses on products, emphasizing their characteristics and benefits When idioms closely align with product features, there's no need for extensive explanation; conveying product information succinctly is advantageous However, this approach can unintentionally lead to the distorted development of idioms.
One of the most prevalent types of advertising idioms is the imitation of established phrases The use of these adapted idioms in advertising can lead to several notable negative effects.
Changing characters can undermine the standardization of language, particularly increasing the likelihood of children making spelling mistakes Additionally, such alterations can lead to ambiguity, causing misunderstandings among audiences and potentially resulting in negative consequences.
The use of imitative advertising phrases that carry different emotional connotations from the original idioms can create challenges in information decoding for the audience, ultimately hindering effective advertising communication Examples of such phrases include "stingy as a penny-pincher," "infamous for bad reputation," and "two-faced and deceitful."
Some advertisements misapply idioms or other conventional structures without having the necessary rhetorical context, leading to ineffective communication.
The article discusses instances where language may be grammatically incorrect or illogically misinterpreted, citing an example of a beverage company that conducted a roadside promotion in Nanjing This highlights the importance of clear communication in marketing strategies to avoid confusion and ensure effective audience engagement.
The advertisement featuring the phrase "Filipino Island Flavor, Can't Quench Thirst Without It" aimed to highlight the drink's refreshing qualities However, the creators misjudged the nuances of the Chinese language, leading to an unintended negative interpretation Their lack of understanding of the phrase "非 不 " ultimately undermined the intended message of the campaign.
The significance and usage of the "non not " format lies in its use of double negation to express strong affirmation The element following "not" indicates the intended goal, while the component after "non" often represents the sole condition necessary to achieve that goal This structure is commonly employed to convey that without this unique condition, the desired outcome is unattainable For instance, phrases like "non-saying not possible" and "non-drinking not allowed" imply that only by "saying" or "drinking" can one reach the intended purpose, effectively meaning "must say" or "must drink." Consequently, the advertising slogan "non-drinking not quenching thirst" humorously suggests that only by drinking can one be thirsty, highlighting a frequent misuse of established idiomatic expressions in contemporary advertising language.
小结
Modern Chinese advertising slogans can be categorized into three types based on their differences in sound, meaning, and form compared to original idioms: preserved original idioms, imitative idioms, and structurally altered idioms Among these, imitative idioms, particularly those based on homophonic alterations, make up the majority, accounting for approximately 52.42% This type of advertising creatively modifies parts of established idioms by leveraging the phenomenon of homophony in the Chinese language Such adaptations are not only artistic but also culturally resonant, often possessing significant appeal The study reveals that any structural type of established idiom can be repurposed for advertising, with most retaining the original structure while some undergo modifications.
Modern Chinese idioms are unique and thought-provoking, showcasing linguistic skill and cultural characteristics Advertising idioms have a strong sense of the times, reflecting the rapid development of Chinese society and evolving value systems The extensive use of idioms in advertising also serves as a significant avenue for the creation of new vocabulary.
Advertising idioms represent a dynamic application of traditional Chinese idioms, combining the pragmatic features of idiomatic expressions with the unique characteristics of advertising language These idioms are typically concise yet rich in meaning, possessing harmonious phonetics that make them catchy and memorable They often employ vivid metaphors and profound implications, while also incorporating elements of humor and entertainment.
To maximize advertising effectiveness, a significant use of idioms and idiomatic expressions is employed in advertisements This is primarily because the inherent characteristics of Chinese idioms align perfectly with the creative demands of commercial advertising.
The use of idiomatic expressions in advertising enhances the effectiveness of communication but can also lead to misunderstandings among audiences due to deviations from standard language norms Therefore, it is essential to adhere to proper standards when employing idiomatic phrases in advertisements.