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 formed, they are used by people for a long time.
Commonly used idioms such as "fearless with support," "blind man on a blind horse," "startling the snake in the grass," "catching the wind and grasping shadows," "two-faced and three-bladed," and "southern accent and northern dialect" are well-known and frequently utilized expressions, each with a rich historical background.
Not all ancient phrases qualify as idioms; for a phrase to be recognized as an idiom, it must gain acceptance among people, exhibit a fixed form, and maintain a relatively stable meaning Additionally, it should be widely used in both written and spoken language, demonstrating a strong social foundation and broad public support This is what allows an idiom to possess rich connotations and enduring vitality.
二是定型不变。
Fixed expressions, such as idioms, cannot be arbitrarily altered in their structural components or relationships These idioms have developed over time through consistent usage and are products of established conventions, resulting in a standardized form once they become fixed For instance, one cannot change "欢天喜地" to "欢天笑地," nor can "南腔北调" be altered to "东腔西调." Similarly, additions like "狼狈而为奸" to "狼狈为奸" or reductions like "患得失" to "患得患失" are not permissible Furthermore, the structural relationships must also remain intact; for example, "愚公移山" cannot be rearranged to "移山愚公," and "重见天日" cannot be changed to "天日重见."
三是意义上整体化。
The concept of holistic meaning in idioms indicates that the significance of the 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 primarily to illustrate the deeper, actual meaning of the idiom This characteristic distinguishes idioms from standard fixed phrases.
汉语成语的分类
Idioms can be categorized in various ways based on different combinations, leading to diverse structures Analyzing the structure of idioms is crucial for a deep understanding of their meanings and proper usage They can be classified from multiple perspectives, including grammatical structure, semantic structure, narrative nature, origin, rhetorical devices, and vocabulary This article focuses on four specific classification methods.
The grammatical structure of idioms is complex and can be categorized into two main types: simple structures, where the idiom is a cohesive unit that cannot be analyzed grammatically, such as "乱七八糟" (in a mess) and "一清二楚" (clear-cut); and compound structures, typically consisting of two parts Most idioms fall into this compound category, which can be further divided based on the relationship between the two parts Firstly, there are parallel structures, which include both four-part and two-part idioms, with the latter being more common, such as "风平浪静" (calm and peaceful) and "人山人海" (crowds of people) Secondly, there are modifying structures, where one part modifies the other, including examples like "掌上明珠" (precious one) and "无稽之谈" (nonsense) Lastly, subject-predicate structures feature a relationship similar to that of a subject and predicate, seen in idioms like "风度翩翩" (graceful demeanor) and "名不副实" (name does not match reality).
In the realm of idiomatic expressions, the predominant structure is the two-two combination, particularly in predicate structures Additionally, there exists a smaller portion that does not follow this pattern The subject-predicate structure features a relationship of dominance between the two components, akin to the grammatical roles of subject and object Examples include phrases like "regain lost items," "share autumn's beauty," and "plotting evil deeds." Conversely, the subject-complement structure demonstrates a relationship of supplementation, similar to the roles of subject and complement in grammar Illustrative examples include expressions such as "immense and unparalleled," "clear at a glance," and "seeking guidance from the blind."
The idiomatic expressions with a descriptive-complement structure often feature a combination of syllables in a one-three format, such as "爱不释手" (love it so much you can't part with it) and "毁于一旦" (ruined in an instant) Additionally, the兼语结构 (dual-object structure) consists of three parts that encompass the relationships of dominance and subordination, as well as statement and assertion This structure resembles the grammatical framework where an object group is nested within a subject-predicate group, with the object of the first group serving as the subject of the second Such idiomatic expressions are relatively rare.
Provocative and enchanting idioms like "pointing at a deer and calling it a horse" and "inviting a wolf into the house" illustrate complex actions where two verb elements signify sequential behaviors that cannot be reversed Examples include "getting off the horse to admire the flowers," "opening the door to welcome a thief," "adding legs to a snake," "replacing one thing with another," and "shifting interests upon seeing something new." Additionally, the compact structure of certain idioms is unique and includes some that are difficult to analyze.
The phrase "死不瞑目" reflects a state of unresolved issues, while "落井下石" demonstrates a lack of coherence, as the two parts exhibit inconsistent writing styles, with "甲" representing "落井" and "乙" representing "下石." However, it is noteworthy that there is a corresponding relationship between the two components.
1.1.3.2 按语法作用进行分类 成语是一种固定语，运用在句子中，它实际相当一个词，可以作句子的主语、谓语、 状语、定语、补语等。
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, có 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, đảm nhận vai trò ngữ pháp giống như động từ và tính từ Thành ngữ danh từ thể hiện ý nghĩa của một sự vật hoặc khái niệm, ví dụ như:
In a world filled with romantic figures and scholarly youth, where extraordinary tales become commonplace, one can find a paradise untouched by time Amidst lofty dreams and bold declarations, the journey takes us to the ends of the earth, navigating through challenges as daunting as mountains of blades and seas of fire.
The number of nominal idioms is relatively small compared to the total idioms, primarily consisting of idioms with attributive structures and some parallel structures These nominal idioms frequently function as subjects and modifiers in sentences, similar to the role of general nouns.
Although my grandfather has been gone for many years, his voice and smile frequently appear in my mind.
Now we have no worries—this phrase serves as an attributive Predicate idioms encompass verb-based, adjective-based, and even adverbial expressions Their grammatical function is akin to that of verbs or adjectives, while their semantics convey actions, behaviors, or states of being.
Predicate idioms are numerous, with most structures being predicate-based, except for fixed structures and some parallel structures These idioms frequently serve as predicates, complements, or adverbials within sentences.
- 他越来越高兴，没昼没夜，高谈阔论起来。——作谓语
- 现在他弹钢琴已经谈得出神入化了。——作补语
People continuously stream into the venue Predicate idioms can also function as modifiers, but they must include "的" to do so.
- 同甘共苦的朋友总是很难得。——作定语
* 成语除了可以充当句子成分，还可以独立成句。
- 日月如梭，一晃我们到北京已经三个月了。
- 总而言之，要学会恰当使用成语，必须真正理解每个成语的含义。
1.1.3.3 按语义结构进行分类
Một số học giả đề xuất phân loại thành ngữ thành hai loại: "thành ngữ kết hợp" và "thành ngữ không kết hợp" Ngoài ra, một số người còn cho rằng nên chia "thành ngữ không kết hợp" thành hai nhóm nhỏ hơn: "thành ngữ hòa hợp" và "thành ngữ tổng hợp".
广告语言概论
Advertising is a promotional method used to introduce products, services, or entertainment programs to the public, typically through various media channels such as newspapers, television, radio, and posters.
Cao Zhiyun states that "advertising language encompasses all linguistic information within advertisements, including spoken words, phrases, sentences (such as lyrics), and written text (which includes pinyin, punctuation, and graphic text)."
In advertising copywriting, effectively conveying information and stimulating consumer psychological needs are crucial for generating purchase desire and ultimately driving purchasing behavior The operation of advertising language plays a vital role in this process As a vehicle for information, language serves as a bridge that communicates product, service, or corporate information to consumers.
Advertising language is central to any advertisement, serving as its soul by effectively conveying the core message Due to the utilitarian nature of advertising, the language used exhibits distinct characteristics It intersects with various disciplines, including psychology, rhetoric, sociology, aesthetics, marketing, and communication studies Therefore, both the creative concept and the linguistic elements of an advertisement must integrate principles from these fields to develop innovative ideas and appropriate language.
Once the creative concept is finalized, the language of the advertisement must be meticulously crafted to ensure a seamless integration with the creative idea The principles of advertising language are as follows:
Advertising production and dissemination incur costs, necessitating strict limitations on time and length This demands that advertising language be concise and impactful, conveying product information as efficiently as possible In today's competitive information age, consumers typically do not invest time in lengthy advertisements; therefore, to capture their attention effortlessly, the language used in ads must be direct and powerful If not, it becomes challenging to engage the audience, resulting in diminished advertising effectiveness From both an economic and advertising efficacy perspective, simplicity and strength in language are essential.
Effective communication demands brevity and impact, capturing key characteristics that resonate emotionally and visually with the audience A striking example is the advertising slogan for Shanghai Zhongda Electric Factory's voltage stabilizers, which is distilled to 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：
"Bright and refreshing," captures the essence of a cool experience; "Kongfu Family Wine evokes a sense of nostalgia," reminding people of home; "Mai's Coffee offers a rich emotional connection, enhancing the flavor experience."
The advertising slogan for Weiwei Soy Milk, "Weiwei Soy Milk, Happiness Unleashed," is concise and effectively highlights the product's features while resonating with the audience, showcasing its persuasive power Similarly, the slogan for the "Little Tyrant English Dictionary," "Hoping for a Successful Child—Little Tyrant," stands as a classic in modern advertising The phrase "Hoping for a Successful Child" evokes deep understanding and affection, tapping into the emotional needs of millions of parents The dual meanings of "Successful Child" and "Little Tyrant" create a memorable connection between the product and its target audience With such impactful and succinct advertising, it's no surprise that the Little Tyrant Learning Machine became a bestseller.
Advertising language prioritizes brevity, often utilizing ellipses to highlight key messages effectively For instance, in the Danone yogurt ad, "Daily Danone, Daily Health," the complete version would be "Drink Danone yogurt daily for good health," where the words "drink" and "health" are implied and omitted for conciseness, while the brand name is retained Similarly, the Frosty cosmetics ad states, "Frosty dots, beauty year after year," omitting phrases like "just need" and "will," yet maintaining clarity This strategic omission enhances the memorability and impact of ads, as consumers often remember succinct messages better than verbose ones Effective advertising must be concise yet powerful, stimulating consumer interest and guiding future purchasing decisions, striking a balance between brevity and impact.
As the saying goes, "Without literary flair, words do not travel far." To achieve widespread communication, advertising language must avoid blandness, monotony, and clichés Effective advertisement creation requires a focus on uniqueness, as only innovative and distinctive language can maximize the impact of the advertisement.
Advertising innovation often employs two main strategies: the effective use of rhetorical devices and the incorporation of familiar phrases For instance, a travel shoe ad cleverly utilizes the idiom "A journey of a thousand miles begins with a single step," while a heart medication commercial employs the saying "Heart troubles require heart remedies." Additionally, a China Mobile advertisement references Wang Bo's lines "Though we are thousands of miles apart, we are still close friends," creating a poetic atmosphere without directly commenting on the role of mobile communication This approach allows audiences to understand that mobile communication transforms the beautiful dream of human 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 imperatives and questions Advertising is inherently persuasive, and imperative sentences serve as a polite yet direct way to encourage or entice individuals to take action, aligning perfectly with advertising goals For instance, a shoe polish machine advertisement states, "Before your date, please polish your shoes," while a beverage ad suggests, "If you want to be healthy, please drink Jianlibao." Additionally, some ads utilize a series of questions to capture the reader's attention, concluding with an imperative sentence beginning with "please" or "welcome." This method often proves more effective than straightforward statements, making the ad content more readily accepted An example from the magazine "Economic Reference" illustrates this: "Are you looking for a market information officer? Do you want a wealth advisor? Are you in need of a lifestyle consultant? Would you like to hire an economic data analyst? Please subscribe to 'Economic News'!"
David Ogilvy, an American advertising expert, emphasized in "The Art of Advertising Writing" 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.
To ensure language is accessible, advertisements often utilize idiomatic expressions Idioms refer to specific combinations of words that have developed through historical and cultural accumulation, including proverbs, sayings, and popular phrases from certain periods These expressions create a sense of familiarity, enhance comprehension, and facilitate memorization.
不打不相识（打字机广告）
一夫当关（锁广告）
万无一失 (旅行手提箱广告)
“闲”妻良母（洗衣机广告）
一表情深（宝马钟表广告）
车到山前必有路，有路必有丰田车（丰田汽车广告）
早晨祝你平步青云夜晚祝你一路平安（电梯广告）。
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 essential, referring to the textual elements within an advertisement The structure of this textual component includes four main parts: the headline, body text, slogan, and accompanying text This article categorizes idiomatic expressions 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 and comprehensiveness of global stock market information, highlighting its ability to provide viewers with a quick and clear understanding of market trends and updates.
Yichun Yigong Loader's advertisement draws inspiration from the ancient tale of Jingwei filling the sea, paralleling it with the modern concept of "Yigong moving mountains." A footwear company's slogan, "Wearing flows endlessly," is a creative twist on the idiom "Chuanliu buxi." A lime factory promotes its brand with the phrase "Starting from scratch," while a motorcycle advertisement captures the essence of joy with "Riding brings endless fun," echoing the original saying "Qile wuxiong."
1.2.2 ． 2 ．广告成语界定
The use of idioms in advertisements is a natural phenomenon within the Chinese linguistic environment and cultural context Despite the increasing complexity and diversity of advertising formats in today's multimedia society, all forms of advertising rely on language Whether through television, print, radio, or other types of ads, incorporating idiomatic expressions can leave a lasting impression on audiences.
From the perspective of narrow advertising idioms, advertising idioms refer to phrases directly or indirectly used in print media, broadcasting, and television Directly utilized 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," and "rest easy" in these advertisements directly utilize traditional 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 designed for particular products or audiences, allowing them to convey borrowed meanings that point to specific goods or unique subjects.
"Deep Connection Through the Internet" highlights the emotional ties fostered by internet cafes, while "A Special Love for the Piano" emphasizes the unique bond one can have with music, particularly through piano advertisements Both phrases draw on traditional Chinese idioms, creatively reinterpreting them to convey the significance of connection, whether through technology or artistry.
“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 cleverly transform classic idioms, using phrases like "deep feelings for the net," "love at first sound," "urgent as a cough," and "turning a big stone into a small one," to create indirect advertising that resonates with audiences.
It is important to note that there exists a specific type of idiomatic language used in advertising that focuses on marketing a particular product or appeal This language often takes the form of four-character phrases that are meaningful on their own.
Living in a civilized environment enhances the quality of life, creating a beautiful and lasting home in a prime location Just as giving roses leaves a lingering fragrance, investing in such a desirable area ensures enduring beauty and value.
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, these types of idiomatic expressions, characterized by four-character phrases or short sentences, lack distinct idiomatic features, leading to a vague perception of their "idiomatic appearance." Generally, people do not actively recognize these four-character language groups or short phrases as idioms Therefore, this "four-character format" falls outside the scope of this paper's research.
相关研究综述
Chinese idioms have a long history and are characterized by their brevity and memorability, representing the essence of the Han language and rich cultural connotations In modern society, advertising symbolizes contemporary trends and has gained attention for its blend of familiarity and novelty, as well as its vivid yet profound language Recently, the rapid development of trade has made advertising language a focal point of interest in both linguistic studies and society at large.
So far, research on advertising idioms has largely been limited to scattered articles in journals, with no comprehensive or systematic monographs available Since the 1990s, there has been a notable increase in studies focused on advertising language Notable works include "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 the research on this topic remains limited and one-sided Some studies only focus on the phonetic characteristics of these idioms, identifying them as a rhetorical device in advertising language Additionally, the concept of advertising idioms has not been clearly defined, and their distinctive features and functions have yet to be emphasized.
In addition to the aforementioned studies on advertising language, recent years have seen numerous 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 effective communication.
Recent academic studies in linguistics, cognition, and psychoculture have deepened our understanding of various phenomena Notable works include Chen Qinghan's research on the application of idioms in advertising slogans, published in the news journal in February 2007, and Chen Sha's exploration of similar themes in advertising contexts.
The cultural phenomenon of homophonic idioms has been explored in various scholarly works, including "A Study of Rhetoric in Homophonic Idioms" by Dan Qiang in 1996, published in the Journal of Weifang Education Institute, Volume 22, Issue 2 Li Nan's 2008 article "Analysis of the Characteristics of Idioms in Advertising" in the Journal of Taiyuan University of Education, and Ma Zhilan's 2002 piece "Several Rhetorical Methods of Utilizing Idioms in Advertising" in the Journal of Shayang Normal College, also contribute to this discourse From a communication perspective, Jin Dongliang's 2009 master's thesis "Research on Idioms in Advertising" from Jilin University further examines this topic.
Advertising idioms in China reflect the inevitable evolution of society, existing independently of individual subjective intentions This phenomenon, termed "new idioms," includes homophonic idioms like "衣名惊人" (a play on "一鸣惊人"), new colloquial phrases such as "只溶在口，不溶在手," and novel advertising idioms like "住的文明活得精彩." The research categorizes these advertising idioms into three types, with only the first being a phonetic alteration of traditional Chinese idioms, while the latter two resemble idiomatic expressions in form but lack strong idiomatic characteristics.
In 2004, Ni Ning's "Advertising Curriculum" was published and gained popularity among various educational institutions, highlighting the significant role of advertising and advertising language in social education The textbook addresses rhetorical techniques in advertising language, including the use of advertising idioms, showcasing the evolving importance of effective communication in marketing.
The study of advertising idioms holds significant reference value, as each article, paper, and monograph explores unique research areas and achieves varying levels of success Nonetheless, they collectively highlight that advertising idioms represent a distinct phenomenon in the application of idioms, showcasing the skillful use of language.
In Vietnam, there has been significant research on modern Chinese idioms, notably by Professor Nguyen Van Khang, who has spent years exploring these idioms and comparing them with Vietnamese counterparts He has authored two modern Chinese idiom dictionaries that aid Vietnamese learners in their study and understanding of idioms Additionally, it is important to mention Pham Minh Tinh's doctoral thesis on modern Chinese idioms, along with several master's theses by students focusing on the same topic.
While the application of Chinese idioms is a significant topic of interest in academia, there has been a lack of research specifically focusing on idioms used in modern Chinese advertising Currently, the only relevant 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 meet the demands of clarity and impact However, the paper does not comprehensively address issues related to the use of idioms in advertising Throughout my journey of learning Chinese, I have actively focused on mastering idioms, as their usage reflects linguistic proficiency and enhances communication effectiveness in the language.
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 as its primary focus.
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 commonly used phrases characterized by their historical and cultural significance, primarily composed of monosyllabic elements, with a basic structure of four syllables Key features of Chinese idioms include their long-standing tradition, fixed form, and holistic meaning 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 achieve these principles, advertisers often employ concise and easily understandable idioms, frequently utilizing flexible forms This article refers to the direct or indirect use of idioms in advertising copy 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 four-character expressions 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, altering their forms and meanings to achieve unexpected and novel expressions This article examines the active use of idioms in advertising, drawing from over 140 examples collected through newspapers, online research, and various resources The advertisements span a wide range of products and services, including clothing, food, pharmaceuticals, home appliances, real estate, retail, and beverages The study compares and analyzes the similarities and differences between the advertising idioms and their original forms in terms of sound, meaning, and structure Modern Chinese advertising idioms can be categorized into three types: original idiomatic expressions, imitative idioms, and those with structural changes Specifically, among the 145 advertising idioms analyzed, 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 举例如下：
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：
The phrase "Food brings fortune" is a catchy slogan from a KFC advertisement, while "A thousand miles of love are connected by a single thread" highlights the emotional connection in a long-distance phone ad "Wise ones see quality" emphasizes the value of discernment in an advertisement for Guchao air conditioners, and "Aiming for the four corners" reflects the ambition and reach of Sifang stomach tablets.
"Chat without restrictions" embodies the essence of China Telecom's advertising, promoting open communication "Achieve fame in a single page" highlights the impact of China Telecom's Yellow Pages, showcasing how a single listing can lead to success These phrases reflect a clever use of idioms in advertising, emphasizing the transformative power of connectivity and information in today's digital landscape.
In a world where opinions vary widely, the challenge of satisfying everyone is evident, as highlighted by the almond advertisement The strength of a single individual can be formidable, much like the Double Fish brand padlock that symbolizes impenetrability The global reach of products is emphasized by the Universal brand tape recorder, showcasing its presence across continents.
图1：广告成语分类的比例
Imitative advertising slogans make up the majority, accounting for 63.44% These slogans modify specific elements of established idioms to better reflect the characteristics or attributes of products Compared to the first and third methods of application, this approach of altering elements creates a sense of familiarity combined with novelty, making it more effective in attracting attention However, this type of advertising slogan has also 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 category utilizes traditional idioms as advertising slogans The form of these advertising idioms remains unchanged in pronunciation and original wording, while preserving their inherent meanings or employing wordplay.
保留原型式仿拟式结构更换式
Using original idiomatic expressions in advertising not only preserves their phonetic and visual similarities but also maintains their meanings and emotional connotations By incorporating these well-established phrases as ad slogans, advertisers can accurately and vividly reflect the characteristics of their products, resulting in more effective marketing outcomes.
In recent advertising trends, the use of idiomatic expressions has become a common strategy, as seen in various campaigns such as the QQ forum activities and Forevermark wedding rings Notably, the "难言之隐" campaign for Enwei's feminine wash effectively captures the essence of its product A key observation is that advertisements utilizing idioms often align closely with the product's nature, enhancing relevance For instance, the credit card ad featuring the idiom "一诺千金" emphasizes the theme of trust, directly linking to the concept of creditworthiness Similarly, the lighting ad using "铺天盖地" highlights the extensive market reach and high quality of the products, instilling consumer confidence and driving purchasing decisions This strategic use of language not only conveys meaning succinctly but also reinforces the product's characteristics, making it a powerful tool in advertising.
From a social psychology perspective, advertisements that use clear and straightforward language tend to have high acceptance rates By incorporating established idioms and maintaining precise, standardized wording, these ads facilitate seamless information dissemination This approach avoids any sense of awkwardness, making the content feel natural and relatable As a result, readers can quickly grasp the nature of the product, leading to a greater likelihood of acceptance.
For instance, the Wang An computer advertisement promises that "work burdens become effortless," suggesting that purchasing this brand will bring ease and joy to your professional life Similarly, a musical instrument store's ad, "Melodies of high mountains and flowing water, tuned to the elegance of spring snow," conveys that the instruments are not only high-end and exquisite but also evokes the pure and refined music that can be produced with them.
Data indicates that the usage rates of meaning retention and semantic puns are comparable The characteristics of retaining original prototype advertisements and idioms with semantic puns are outlined in the following sections.
2.1.1.2 语义双关 例子：
“春风满面”——微扇广告
“高枕无忧”—— 药枕广告
“冠冕堂皇”—— 帽子广告
The advertisement for the Shang Hai Liang Xin Ji toothbrush cleverly employs the idiom "一毛不拔" (literally "not pulling out a single hair") to create a double entendre While the original meaning conveys extreme stinginess, the ad reinterprets it to emphasize the toothbrush's effectiveness, suggesting that not a single bristle will come loose This technique of using idioms with altered meanings is common in advertising, as seen with phrases like "春风满面" (spring breeze full face) and "高枕无忧" (high pillow, no worries), which shift from their traditional connotations to highlight product attributes Such transformations can change negative idioms into positive endorsements, showcasing the creative use of language in marketing.
The term "all-encompassing" refers to the idea of containing everything within, signifying total inclusivity Originally, this expression implies that nothing is excluded In the context of this advertisement, "包" subtly alludes to dumplings, highlighting their rich variety, fresh ingredients, and a guarantee of satisfaction.
The Chinese idiom "自讨苦吃" translates to "self-inflicted suffering," indicating a tendency to create one's own problems In the context of traditional Chinese medicine, which is renowned for its unique characteristics in global pharmacology, there is a well-known saying: "Bitter medicine is good for healing." This highlights the importance of using effective herbal remedies to treat ailments, as high-quality traditional Chinese medicine often has a bitter taste but provides significant health benefits.
Patients willingly choose to endure hardships, illustrating a clever blend of common proverbs with the unique intent of product advertising This creative approach effectively resonates with audiences, enhancing the overall impact of the advertisement.
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, focusing on identifying which structures are most frequently used in advertising It also analyzes whether the modified advertising idioms differ in structure from 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 indicate that idioms used in advertisements exhibit a diverse range of structural forms 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's 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
The article explores various advertising slogans that creatively play on words For instance, "衣名惊人" (clothing that astonishes) draws inspiration from "一鸣惊人" (to make a stunning impression) in a fashion advertisement Similarly, "一明惊人" (a bright surprise) is utilized in an ad for an eye treatment device, echoing the original phrase In dental care, "牙口无炎" (no inflammation in teeth) cleverly references "哑口无言" (speechless) in a toothpaste advertisement The phrase "e 网情深" (deep affection for the internet) is derived from "一往情深" (deep and unwavering love), used in a cyber café promotion Lastly, "治在四方" (treatment available everywhere) is inspired by "志在四方" (aspiration in all directions) in an advertisement for stomach disease treatment.
胃片广告 一夫当关（主谓） 一夫当关，万夫莫
双鱼牌挂锁广告
The article argues that when using idioms in advertisements, it is essential to maintain their original structure to help readers recognize their meanings and understand the ad's intent Excessive alteration of idioms can hinder reader comprehension and diminish the appreciation of the linguistic treasure that idioms represent 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）
2.3 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 legacy in language, while advertisements serve as a social application of culture The intersection of these two forms of expression is found in idiomatic advertising, which blends traditional wisdom with contemporary marketing strategies.
The purpose of advertising is to attract attention and stimulate consumer desire, necessitating designs that resonate with the cultural and psychological traits of consumers Advertisements that reflect the connotations of Han Chinese culture are more readily accepted by Chinese consumers Utilizing idioms in advertising is grounded in cultural and psychological principles, as idioms often encapsulate the social life and spiritual world of the Chinese people, showcasing a rich Han cultural style Formally, idioms typically consist of four characters, delivering profound meanings in a concise format Their rhythmic and symmetrical structure, with paired syllables like "天长/地久" (lasting forever) and "得陇/望蜀" (gaining one while longing for another), contributes to their aesthetic appeal, making them well-received among the Han people.
The rich and diverse Chinese idioms reflect the social life and spiritual world of the Han people over thousands of years, showcasing their philosophical concepts.
The essence of Chinese culture is encapsulated in its proverbs, reflecting key concepts such as the "Doctrine of the Mean," the idea that "extreme joy leads to sorrow," and the belief that "after despair comes hope." These sayings also emphasize ethical values like respecting teachers and honesty, as well as moral principles such as self-sacrifice and the importance of trust Furthermore, they capture aesthetic appreciation through vivid imagery of nature, such as "beautiful mountains and rivers" and "the refreshing autumn breeze." Additionally, they convey practical life experiences, illustrating wisdom through expressions like "a cunning rabbit has three burrows" and "empathy."
Due to the rich cultural connotations of Chinese idioms, both domestic and foreign products leverage these expressions in their advertising designs when entering the Chinese market This strategy aims to align with the cultural preferences of Chinese consumers, ultimately enhancing the appeal and encouraging purchases.
Quảng cáo hoạt động của diễn đàn QQ đã 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 một chương trình diễn đàn, nơi sẽ thảo luận và đánh giá các vấn đề thời sự, kinh tế và những vấn đề nóng hổi.
China, as an Eastern country, values security, which is why insurance companies have crafted advertisements emphasizing this trait One such ad states, "Unforeseen events may arise, but I have personal insurance," conveying a strong sense of reliability No matter how challenging or difficult life may become, individuals can find solace in the protection that insurance offers.
The use of advertising idioms reflects a facet of China's current stage of commodity economy development, highlighting 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 in China reflects the rapid development of the country's commodity economy These idioms highlight the diversification and modernization of product manufacturing, as well as improvements in people's living standards For instance, the phrase "随心所‘浴" signifies the widespread adoption of household water heaters, while "聊"无禁忌 illustrates the continuous enhancement of telephone service quality in China.
现代汉语广告成语的产生动因
To maximize advertising effectiveness, a significant use of idioms and idiomatic expressions is prevalent in advertisements This is primarily because the inherent characteristics of Chinese idioms align perfectly with the creative demands of commercial advertising.
Chinese idioms are treasured linguistic gems that have a long history, fixed forms, and holistic meanings, making them familiar and essential vocabulary in social life Their rhythmic and catchy sound makes them easy for the public to remember and use, aligning perfectly with the requirements for effective advertising slogans that are simple and memorable.
The commercial and artistic characteristics of advertising demand concise language, making Chinese idioms particularly suitable due to their brevity and profound meaning Idioms possess a stronger expressive power than regular words, as they often utilize metaphors and exaggerations, showcasing distinctiveness, vividness, and imagery Additionally, these idioms reflect the rich cultural style of the Han nationality Consequently, the unique features of idioms align perfectly with the creative requirements of advertising, leading to their increasing use in advertising copy.
Commercial advertising aims to be innovative and attention-grabbing, often leading advertisers to creatively alter idioms This approach not only highlights the unique features of a product or context but also cleverly combines idioms with other words By leveraging the original meaning of idioms while breaking away from traditional usage, advertisers create a striking contrast that generates new meanings, leaving a lasting impression and a unique aesthetic appeal This aligns with the necessity for creativity and originality in advertising language.
The ultimate goal of advertising is not merely to attract attention but to promote products and instill a desire to purchase Skilled designers creatively adapt idioms in advertisements, focusing on enhancing their original meanings to emphasize the promotional aspects For example, an ad for a chicken product cleverly uses the phrase “鸡不可失,” a play on the idiom “机不可失,” which means seizing rare opportunities This adaptation conveys that the chicken is exceptional and hard to come by, suggesting that missing out on it would mean losing a valuable chance Such a simple phrase encapsulates a profound message, effectively persuading consumers to take action.
Toyota's slogan, "The distance reveals a horse's strength, time reveals a Toyota," emphasizes the brand's commitment to fuel efficiency, economic viability, and high safety standards, making their vehicles suitable for off-road conditions The advertisers skillfully combine linguistic and semantic connections in Chinese, crafting a clever and vivid expression that effectively conveys the intended message of their advertisement.
The advertisement for "Liushen Flower Dew" cleverly plays on the Chinese idiom "Liushen Wuzhu," transforming it into "Liushen Youzhu," which conveys a sense of security for the entire family By replacing "Wu" (without) with "You" (with), the ad creates a strong semantic contrast that emphasizes the product's ability to alleviate worries and enhance joy in life This linguistic manipulation deepens consumer trust in the product, effectively linking its brand, performance, and benefits to familiar cultural references.
In today's advertising-saturated society, every interaction with media generates a significant amount of advertising exposure, influencing consumer behavior and perceptions.
The effective use of idioms in advertising goes beyond merely incorporating them as slogans; it requires careful consideration of how to leverage these expressions for maximum impact When applied skillfully, idioms can significantly enhance the appeal of an advertisement, making it a perfect complement to the overall message.
现代汉语广告成语对社会的影响
The phenomenon of idioms being modified for extensive use in advertising has become a focal point of interest in both academia and society Currently, there are two prevailing perspectives on the advantages and disadvantages of idioms in advertising: one view emphasizes the various positive impacts that these modified idioms can have, leading to an overall endorsement, while the opposing view highlights the negative consequences, resulting in a complete rejection of their use.
Proponents believe that Chinese idioms, typically consisting of four characters, are novel, interesting, concise, and easy to understand The clever use of idioms in advertising transforms their original meanings, creating memorable and engaging messages that captivate audiences This technique showcases linguistic skill, offering a familiar yet refreshing experience, as the modified idioms relate directly to the advertised products Consequently, consumers tend to trust these advertising phrases more, which enhances their 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 constrained by various factors, including the linguistic environment, the scope of dissemination, and the inherent development patterns of the advertisements themselves Typically, idioms are employed within a specific advertisement and do not expand indefinitely This limitation arises from the need to align the idiom with the product's characteristics, type, brand, and the creative context of the advertisement Furthermore, innovation is crucial in advertising; each product should have its own unique promotional approach.
In advertising, a catchy slogan is crucial for connecting consumers to the product Imitating others or using the same idiomatic expressions in slogans is akin to investing in someone else's brand promotion, a foolish move that most would avoid This highlights the uniqueness of the "Xunda" brand, which stands out without relying on imitation.
The root cause lies in the nature of advertising slogans, which are a form of creative expression Imitating others often amounts to an admission of one's own inadequacy, as it openly acknowledges a lack of originality Consequently, even mediocre slogan creators strive to avoid being perceived as unoriginal or inept.
Despite the modernization of media, the number of advertisements that can be widely disseminated across the country or within a province remains limited due to various constraints Additionally, age and interest differences further reduce the appeal of such ads to teenagers Consequently, the impact on them is not as significant as that on adults, particularly professionals who are sensitive to language changes However, idioms that are widely circulated, frequently encountered, and difficult to understand or less commonly used can still have a notable effect 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 language system with strict standards in phonetics, vocabulary, and grammar, and the civilization and health of a country's language are vital indicators of social progress Idioms are a treasure of the Chinese language and deserve protection However, advertising often misuses idioms, leading to clichéd expressions that fail to utilize idioms effectively and result in a "typo competition." This misrepresentation can give the impression that language can be carelessly manipulated, hindering the standardization and healthy evolution of the language For instance, phrases like "天长地酒" (heavenly long, earthly wine) and "心地善凉" (kind-hearted and cool) are forced adaptations that lack clarity and meaning, merely pursuing phonetic similarity Additionally, a hotpot restaurant altered the idiom "国色天香" (national beauty and fragrance) to "锅色天香" (pot color and fragrance), and an oil company changed "遥遥领先" (far ahead) to "肴肴领先" (dishes ahead) While these adaptations have some relevance, they appear awkward and detract from the aesthetic quality, potentially harming the inheritance of Chinese idioms.
Advertising often focuses on the product itself, emphasizing its characteristics and benefits When idioms closely align with the product's features, there's no need for lengthy explanations; 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 imitative idioms in advertising can lead to several notable negative impacts, including confusion among consumers, dilution of brand identity, and potential legal issues related to trademark infringement.
The use of altered characters undermines the standardization of language, particularly increasing the likelihood of children making spelling mistakes Additionally, such character changes can lead to ambiguities, causing misunderstandings among audiences and potentially resulting in negative consequences.
The use of imitative advertising phrases that carry a different emotional connotation from the original idioms can create confusion for the audience, hindering effective message decoding and posing challenges for advertising communication Examples include phrases like "not a penny to spare," "infamous," and "two-faced."
Some advertising slogans misuse idioms or common phrases without the appropriate rhetorical context, often violating grammatical rules or contradicting common sense through arbitrary substitutions or interpretations For instance, a beverage company launched a roadside advertisement in Nanjing that exemplifies this issue.
The advertisement boldly claims, "Filipino Island Flavor, You Can't Quench Your Thirst Without It." While the intention was to highlight the beverage's thirst-quenching qualities, the execution backfired due to a misunderstanding of the Chinese phrase "非⋯⋯不⋯⋯," leading to unintended confusion.
The significance and usage of the "non not " format involve a double negation that conveys strong affirmation The elements following "not" highlight the intended goal, while those after "non" often represent the sole condition necessary to achieve that goal This structure is frequently used to indicate that without this unique condition, the desired outcome cannot be realized For instance, phrases like "non-saying not possible" and "non-drinking not feasible" imply that only by "saying" or "drinking" can one achieve the desired effect, thus emphasizing the necessity of these actions Consequently, the advertisement "non-drinking not thirsty" humorously suggests that one can only be thirsty by drinking, showcasing a misuse of idiomatic expressions in current advertising language.
Opponents argue that the use of idioms in advertising can be misleading While idioms are commonly used and can make advertisements more memorable, the negative consequences cannot be overlooked As people recall the altered idioms used in ads, they may also confuse certain words and phrases over time, leading to a distortion of the original meanings.
小结
Modern Chinese advertising idioms can be categorized into three types based on their differences in sound, meaning, and form compared to the original idioms: preserved original idioms, imitative idioms, and structurally altered idioms Notably, imitative idioms, particularly those based on phonetic similarities, constitute a significant majority at approximately 52.42% These advertising idioms creatively modify certain parts of traditional idioms by leveraging the phonetic characteristics of the Chinese language, resulting in a blend of artistic expression and cultural identity that often proves highly appealing After analyzing the relationship between advertising idioms and their original forms, it is evident that any structural type of inherent idiom can be adapted for advertising purposes, with most retaining the original structure while some exhibit modifications.
Modern Chinese idioms are unique and thought-provoking, showcasing linguistic skills and cultural characteristics Advertising idioms are particularly contemporary, reflecting the rapid development of Chinese society and evolving values The extensive use of these idioms also serves as a significant avenue for the creation of new vocabulary.
Advertising idioms are a dynamic application of traditional Chinese idioms, combining the pragmatic features of idiomatic expressions with the distinctive traits of advertising language They are characterized by their compact structure, rich connotations, harmonious phonetics, and catchy rhythm Additionally, these idioms often employ vivid metaphors and profound meanings, while also incorporating elements of humor and intrigue.
To maximize advertising effectiveness, a significant number of idioms and idiomatic expressions are utilized 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 Therefore, it is crucial to adhere to the established norms when incorporating idioms in advertisements.
研究成果在越南汉语教学中的应用
本章相关的一些实际考察
3.1.1 网络上的调查
Từ góc độ của một người học tiếng Trung Quốc tại Việt Nam, việc xuất hiện quá nhiều thành ngữ trong quảng cáo có thể khiến người học dễ bị mơ hồ và hiểu sai ý nghĩa của chúng, dẫn đến việc sử dụng sai Qua quá trình đọc các trang web như www.sina.com và www.qq.com, tôi nhận thấy rằng trong một ngày, chỉ có khoảng 5-7 thành ngữ quảng cáo xuất hiện, nhưng những thành ngữ này lại lặp đi lặp lại trong vòng 20 đến 30 ngày, thậm chí có ngày còn xuất hiện hàng ngày trên trang chủ Ví dụ, từ ngày 18 tháng 3 đến 31 tháng 3 năm 2012, người dùng liên tục thấy quảng cáo xe Kia K5 với câu slogan "Độc nhất vô nhị".
"芯" và "鑫鑫" là những cụm từ nổi bật trong quảng cáo của Silver华基金, thể hiện sự độc đáo và phát triển thịnh vượng Bên cạnh đó, các chương trình khuyến mãi của Ngân hàng Trung Quốc từ ngày 4 tháng 3 đến 31 tháng 3 cũng rất đáng chú ý Trang chủ của cửa hàng giày và túi xách trên QQ mạng, shop.paipai.com, luôn thu hút sự chú ý với những hình ảnh bắt mắt.
图3：鞋包管广告文案
再如：默默无“蚊”——某蚊香广告
The use of homophonic alterations in advertising, such as KFC's "Food Drives Luck," Intel's "Core at Your Fingertips" for its Pentium processors, and Guilin Aosen's "Clean and Versatile, Perfect for Every Fabric" laundry detergent, showcases a clever play on traditional idioms While these advertisements effectively resonate within their contexts, they can also negatively impact students' literacy and understanding of language.
Tần suất xuất hiện cao của các thành ngữ quảng cáo khiến người đọc có thể không chú ý, nhưng khi họ thường xuyên lướt web để đọc tin tức, xem video, mua sắm hay trò chuyện, những cụm từ quảng cáo này dễ dàng được ghi nhớ Dần dần, mọi người nhận thức được rằng đó không phải là thành ngữ thực sự mà là "thành ngữ giả" phong phú Các trang web như QQ và Sina có uy tín và thông tin phong phú, thu hút người học tiếng Trung tại Việt Nam muốn cải thiện khả năng sử dụng ngôn ngữ qua những cụm từ hàng ngày xuất hiện trên mạng Tuy nhiên, do khả năng tiếng Trung còn hạn chế, họ có thể dễ dàng nhớ những từ ngữ nổi bật mà không phân biệt được đúng sai, dẫn đến việc sử dụng sai thành ngữ quảng cáo hoặc viết sai chính tả, gây ra những hậu quả nghiêm trọng Đặc biệt, đối với những người học tiếng Trung không ở trong môi trường ngôn ngữ, internet trở thành công cụ học tập chính, nhưng nếu công cụ này mang lại nhiều rủi ro, thì sinh viên tiếng Trung sẽ gặp khó khăn như thế nào?
We are not representatives of the Chinese National Language Committee and cannot determine which products or advertisements can use idioms, nor can we decide how these idioms can be modified For readers, especially those learning Chinese, navigating this language presents unique challenges.
To effectively enhance language skills, it is essential to guide Chinese language learners in understanding advertising idioms as a valuable tool for learning Chinese and idioms This article argues for the importance of exposing students to advertising idioms, as traditional Chinese idioms are typically rigid in structure and meaning However, advertising idioms often deviate from these norms To help students grasp the meanings of advertising idioms, they must first understand the original idiom's structure and overall significance This understanding allows them to identify the changes made by creators to convey specific messages, with some modifications highlighted and others not Students should also learn to compare the new meanings, nuances, and usages of advertising idioms with their original counterparts, while being cautious not to confuse the creative interpretations with the original meanings.
3.1.2 对越南学生把握汉语广告成语语义的情况考察
（1）调查目的、对象与原则 调查目的
The impact of advertising idioms on Chinese language learners is significant, particularly among young individuals who are drawn to the humor in advertisements Due to their limited proficiency in the language, these learners are often misled by the playful use of advertising language To investigate how Vietnamese Chinese learners comprehend advertising idioms and their effect on understanding traditional idioms, a survey was conducted, leading to insights on methods for interpreting advertisements and learning idioms effectively.
The study focuses on undergraduate students in the Chinese Language and Culture Department of a national university's foreign language college These third and fourth-year students possess a considerable vocabulary in Chinese and are familiar with numerous Chinese idioms, along with methods for inferring the meanings of these idioms.
The questionnaire introduces ten Chinese advertising idioms to students, presenting the original idioms alongside two potential meanings for each Participants are required to select the correct meaning and emotional connotation of the original idioms.
When designing a survey questionnaire, I utilized multiple-choice questions to ensure objectivity and facilitate responses from participants, making it easier for me to compile and analyze the data.
The survey questionnaire features common advertisements for products that are typically reported in broadcast media, requiring no additional clarification.
The survey questionnaire categorizes advertised products into various types, including clothing, furniture, home appliances, daily necessities, food, and pharmaceuticals.
The survey revealed various types of advertising idioms, with the imitative style being the most prevalent Consequently, the number of imitative advertising idioms in the questionnaire exceeded that of the other two categories.
The survey distributed a total of 50 questionnaires, all of which were returned The study included 10 advertising idioms alongside their original phrases For detailed results and responses, please refer to the attached documents.
Students have varying interpretations of these 10 advertising idioms and their original phrases The number of correct answers for each idiom reflects this diversity in understanding.
比例请看下表。
表2：广告成语影响学生学习成语的调查结果
教学建议
Modern Chinese advertising idioms significantly influence Vietnamese learners of Chinese To mitigate the negative effects of these idioms, it is essential to analyze their types, semantic characteristics, structural features, and underlying motivations Based on this analysis, the article provides several teaching recommendations for effectively utilizing advertising idioms in the classroom.
3.2.1 直接应用提高学生阅读能力
For advanced students, their proficiency in the Chinese language has reached a significant level, allowing them to grasp numerous idioms and develop a good sense of language and discernment To enhance their knowledge of idioms, we can introduce them to a type of idiom that resembles traditional idioms but differs in content, known as advertising idioms When presenting an advertising idiom, we can utilize advertisements to show them how idioms are actively used in context.
The first category of idiomatic expressions in advertising involves retaining the original form while maintaining meaning Teachers can simplify the teaching method by presenting students with advertisements, introducing the products, and the idioms used Students are then asked to explain why these idioms are chosen for advertising and how their meanings relate to the products This approach helps students grasp the idioms' meanings and understand their usage through vivid and concrete examples from advertisements Additionally, the engaging and humorous nature of such ads leaves a lasting impression, aiding in the retention of the idioms.
In addition to retaining the original meaning of certain idioms, the rest involve either a distortion of meaning or a change in form The teaching method may vary slightly; for instance, instructors can present students with advertising copy and ask them to identify the original idioms Following this, the teacher should compare the advertising idioms with their originals in terms of meaning, usage, emotional connotation, and structure Furthermore, teachers can help students identify a key characteristic of these altered idioms: the modified parts often appear in quotation marks, although there are instances where this is not the case.
It is easy to notice the close relationship between a product and one of its key characteristics, such as the "pot" in "Guose Tianxiang," which highlights the importance of the product's unique features.
Advertisements like "Step by Step to Success" for hot pot restaurants, KFC's "High" in "Step by Step," and the printer ad emphasizing "A Key is Worth a Thousand Words" illustrate how students can grasp idiomatic expressions while understanding the purpose of advertising, ultimately enhancing their reading skills As students increasingly turn to the internet, eye-catching ads become a vital source of information This direct approach not only improves their ability to discern Chinese idioms but also aids in comprehending online content, making unfamiliar terms less perplexing without the need for a dictionary.
This teaching method may face opposition, with some arguing that having students first engage with practical applications of idioms rather than their fixed forms could lead to a deeper focus on the practical usage However, I believe this is not the case, as advanced Chinese language students possess a certain level of discernment and an understanding of idioms' meanings Unlike phonetic Indo-European languages, Chinese is composed of characters that convey meaning, with each character being an independent component Once students have a sufficient vocabulary, they can easily analyze the phonetics, meanings, and forms of idioms, allowing them to remember both the meanings and their practical applications When encountering advertisements featuring such idioms, students will find them familiar If teachers introduce a variety of idiomatic expressions used in advertisements, students' discernment skills will improve They will learn not to confuse phrases with true idioms, enhancing their guessing abilities and aiding their reading processes.
Teachers can engage students in a fun and interactive game by presenting idioms alongside a product, encouraging students to create advertisements for that product This approach not only energizes the learning environment but also enhances students' linguistic and cognitive skills For instance, a teacher might introduce the concept of summer and discuss the widespread use of solar energy, highlighting its excellent heat absorption and insulation properties.
To promote solar energy, one might use idioms such as "turning over a new leaf" and "bathing in the sun." These expressions capture the essence of embracing renewable energy and the positive transformation associated with adopting sustainable practices.
（郁郁葱葱）、“随心所浴”（随心所欲）…
Emotions are the foundation of language learning This approach requires teachers to prioritize students, respecting their learning discoveries and highlighting their attempts to use the language It is essential to keep students in a positive emotional state However, this method should be used cautiously, as it is merely a game to stimulate interest and should only be applied to students who already possess a basic knowledge of Chinese idioms to avoid leading them astray.
3.2.2 间接应用提高学生掌握成语能力
In advertising, idioms are widely recognized and familiar to the audience When teaching idioms, it is essential to avoid a one-size-fits-all approach, as the vast number of idioms means students cannot master them all Therefore, selective teaching based on the practicality and frequency of idioms is necessary Advertisers use idioms to leverage their inherent popularity, either directly or indirectly, making their ads or store names more eye-catching The more familiar the idioms are, the greater their appeal in advertising, as the audience can easily understand both the idiom's meaning and the intended message behind its use.
In the selection of idioms for teaching materials, we leverage the unique characteristic of advertising idioms by incorporating those commonly used in advertisements into the curriculum for students.
To enhance idiom practice, it is essential to increase the frequency and variety of idiom exercises in Chinese language and reading materials These exercises should not only assess students' understanding of idiom meanings but also evaluate their ability to appropriately use idioms within sentences Therefore, designing more exercises that incorporate syntactical elements will help students better grasp the structure and application of idioms.
Understanding the significance and syntactical applications of idioms is essential for effective review and reinforcement Advertising idioms have inspired several practice methods that can enhance learning and retention.
- 在具体语境中找出成语或活用成语
Image idiom teaching is a technique inspired by advertising idioms, although its practical application diverges from the latter The eye-catching nature of advertising idioms lies in their combination of visuals and language, captivating viewers with harmonious sounds and engaging subtitles This visual appeal leaves a lasting impression on people's minds The effectiveness of mimicking advertising idioms in promoting products primarily depends on the constraints and enhancement provided by specific contexts.
小结
After conducting preliminary online surveys and questionnaires, I found that students often misunderstand the meanings and emotional connotations of advertising idioms, confusing them with the meanings of established idioms This article addresses the existing issues with advertising idioms and discusses techniques for teaching Chinese idioms to foreign learners These techniques include directly applying advertising idioms to enhance reading skills, using familiar advertising idioms as a resource for teaching materials, presenting advertising idioms as incorrect examples, and designing idiom exercises and games, as well as incorporating visual aids in idiom instruction.
Idioms are a crucial component of the Chinese language, and advertising idioms represent a unique application of these expressions Mastering Chinese advertising idioms is an effective way to enhance idiomatic expression skills, enrich cultural knowledge in Chinese learning, and prevent the misuse of idioms This paper provides a comprehensive analysis of Chinese advertising idioms.
Modern Chinese advertising idioms involve the direct application or partial alteration of traditional idioms within advertising copy This article compares advertising idioms with their original counterparts in terms of sound, meaning, and form, identifying similarities and differences, and categorizing them to analyze their semantic characteristics Modern Chinese advertising idioms can be classified into three categories: retained original idioms, imitative idioms, and structurally altered idioms The second category is the most prevalent and attracts significant academic and public attention, featuring examples like "百‘衣’百顺," "别具一‘革’," and "礼所当然." To capture consumer attention, some businesses exploit the inherent recognition of these idioms, modifying familiar expressions by changing specific characters or structures, thus stripping them of their original meaning while incorporating beneficial elements into their advertisements Among the 145 advertising idioms collected, 92 are homophonic imitative idioms, accounting for 63.44% This technique leverages the unique phonetic phenomena of Chinese, creating a connection between the original idiom and the advertised product, achieving an effect where the literal meaning diverges from the intended message, often resulting in highly appealing advertisements.
Chinese advertising idioms are characterized by their conciseness, rich connotations, and harmonious sounds, while also showcasing humor, creativity, and strong appeal The use of these idioms reflects linguistic skills and cultural traits of the Chinese language, as well as the societal characteristics of contemporary China The social effects they generate can be both positive and negative, highlighting their novelty, uniqueness, and thought-provoking nature.
Powerful advertising not only leaves a lasting impression on its content but also alters the traditional meanings of idioms Over time, this leads to confusion among people regarding certain words and phrases within these idioms.
In today's world, advertisements are omnipresent, infiltrating every aspect of our lives and utilizing idioms to captivate readers However, for Chinese language learners who lack the ability to discern these idioms, the misuse of idiomatic expressions in advertising can lead to misunderstandings To address this issue, I propose a direct study of idiomatic expressions in advertisements to identify their characteristics and usage patterns This research aims to enhance modern Chinese reading skills, particularly in understanding advertisements, and offers an effective solution to the problem of misleading idiomatic usage in advertising.
After conducting online surveys and questionnaires, I discovered that students often misinterpret the meanings and emotional connotations of advertising idioms, confusing them with their original idiomatic meanings This article addresses the existing issues with advertising idioms and discusses techniques for teaching Chinese idioms to foreign learners using these phrases Strategies include directly applying advertising idioms to enhance students' reading skills, utilizing familiar advertising idioms as teaching materials, employing them as incorrect examples, and designing idiom exercises and games, as well as incorporating visual aids in idiom instruction.
The healthy creation and proper use of advertising idioms enrich the vocabulary system of modern Chinese and significantly enhance the expressiveness of the language, showcasing the skillful use of language However, there is a concerning trend of misuse or overuse of advertising idioms in current practices.
The use of phrases like "can't quench thirst without drinking," "no fear with hemorrhoids," and "national beauty and heavenly fragrance" can negatively impact the reputation of advertising idioms Therefore, it is essential to strengthen the standardization of advertising idioms to maintain their integrity and effectiveness.
Due to my limited abilities and time constraints, this paper inevitably has its shortcomings I kindly ask for your guidance and feedback, and I appreciate your understanding Thank you!
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11 罗常培, 《语言与文化》，国立北京大学,1950年
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14 陆慧，“广告语言与广告价值的实现”，安徽农业大学学报（社会科学 报），2009-9
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23 孙维张，《汉语熟语学》，吉林教育出版社1989
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26 王聿发，“成语中的修辞格”，教学与研究学报，2001年第5期
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29 王美玲，“试论对外汉语教学中的成语教学”，湖南师范大学硕士学位论 文，2004
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31 向光忠, 《成语概说》，湖北人民出版社,1982年
32 姚殿芳，潘兆明，《使用汉语修辞》，北京大学出版社，1992年
33 杨琳，《汉语词汇与华夏文化》，语文出版社
34 曾超文，“广告语言中情绪的增添”，孝感学院学报，2009-10
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40 Từ điển thành ngữ tục ngữ Việt Hoa, Nguyễn Văn Khang, NXB DHQG
41 “Đặc điểm thành ngữ so sánh tiếng Hán”, Luận án tiến sĩ ngữ văn, Viện Ngôn
42 Ngôn ngữ và Văn hóa Trung Quốc, Nguyễn Hữu Cầu, NXB DHQG , 2004
43 Tạp chí Ngôn Ngữ, Viện Khoa học xã hội VIệt Nam, 9/2011
The "Modern Idiom Dictionary," authored by Guo Ling and published by the Chinese Dictionary Publishing House in 1997, serves as a comprehensive resource for understanding contemporary Chinese idioms The Shuifeng Road Primary School in Yangpu District, Shanghai, has revitalized this idiom dictionary, making it accessible for educational purposes For more information, visit their website at http://www.shuifeng.net/.
《多功能成语词典》，吉林大学出版社，2004
请选择原成语的意义及感情色彩
序 广告成语 原成语
形式-意义 感情色彩
褒义 贬义 中性
1 洁净全能，百衣百顺
（桂林奥森万事洁洗衣粉广告）
百依百顺 A: 意味顺从不问是非 B: 一路通顺毫无障碍
一鸣惊人 A: 大名鼎鼎让人受惊 B: 一下子做出惊人的举动
A: 仔细认真，注意细节 B: 过分计较
一呼百应 A: 一声呼唤，百人响应 B: 一声呼唤，百人反对
（上海梁新记牙刷广告）
一毛不拔 A: 坚定，决不改变主意 B: 极端吝啬自私
时来运转A: 时机来就有改变
默默无闻 A: 安静没有声音，动静 B: 不出名没人知道
（某金店广告）
罪有应得 A: 犯罪得应有的惩罚 B: 指最多人犯的错误
9 臭名远扬，香飘万里
（臭豆腐广告）
臭名远扬 A: 香飘到远方，形容远近知名敬爱 B: 污臭名声传扬很远
10 得“芯”应手 —— 奔腾处理器，给
电脑八颗奔腾的“芯”
（英特尔奔腾处理器广告）
得心应手 A: 做事顺手如意 B: 不断有更高的要求
调查问卷答案
序 广告成语 原成语
形式-意义 感情色彩
褒义 贬义 中性
11 洁净全能，百衣百顺
（桂林奥森万事洁洗衣粉广告）
A: 意味顺从不问是非
B: 一路通顺毫无障碍
A: 大名鼎鼎让人受惊
B: 一下子做出惊人的举动
斤斤计较 A: 仔细认真，注意细节
A: 一声呼唤，百人响应 X
B: 一声呼唤，百人反对
（上海梁新记牙刷广告）
一毛不拔 A: 坚定，决不改变主意
B:极端吝啬自私
A: 时机来就有改变 B: 时间到就要动手
默默无闻 A: 安静没有声音，动静
B: 不出名没人知道 X
（某金店广告）
A:犯罪得应有的惩罚
B: 指最多人犯的错误
19 臭名远扬，香飘万里
（臭豆腐广告）
A: 香飘到远方，形容远近知名、敬爱
B:污臭名声传扬很远 X
20 得“芯”应手 —— 奔腾处理器，给
电脑八颗奔腾的“芯”
（英特尔奔腾处理器广告）
A: 做事顺手如意
B: 不断有更高的要求
现代汉语广告中的成语研究
序 广告成语 原成语 广告对象 原成语的
原成语的 感情色彩
1 白手起家 白手起家 石灰厂广告 偏正 中性 1.2
2 百“文”不如一“键” 百闻不如一见 打印机广告 主谓 中性 2.1
3 百闻不如一试 百闻不如一见 喝过方知福乐好–福乐奶粉 主谓 中性 2.2
4 百衣百顺 百依百顺 洁净全能，百衣百顺
桂林奥森万事洁洗衣粉广告
并列 贬义褒用 2.1
5 别具一“革” 别具一格 索尼 Vaio 手提型电脑广告 述宾 褒义 2.1
6 鳖来无盖 别来无盖 补品广告 偏正 中性 2.1
附录 1：汉语广告成语统计表
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现代汉语广告中的成语研究
8 步步为营 步步为营 偏正 中性 2.1
9 不打不相识 不打不相识 打印机广告 述补 中性 1.2
10 茶余饭后 茶余饭后 Qq 论坛活动广告 并列 中性 1.1
11 肠治久安 长治久安 嘉仕德肠药广告 并列 2.1
12 臭名远扬，飘香万里 臭名远扬，飘香万里 臭名远扬，香飘万里——臭豆腐
主谓 贬义褒用 1.2
13 触幕惊心 触目惊心 亚思亚电脑三维动画系统广告 主谓 中性 2.1
14 穿流不息 川流不息 鞋店广告 述补 中性 2.1
15 春风得意 春风得意 春风得意，兰室温馨——春兰空
16 春风满面 春风满面 微扇广告 主谓 褒 1.2
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现代汉语广告中的成语研究
18 聪明不必绝顶 聪明绝顶 没加净颐发灵广告 述补 中性 3.2
19 大“石”化小，小“石”化
大事化小，小事化了 治结石病广告 2.1
20 当之无愧 当之无愧 当铺广告 主谓 褒义 2.1
21 得“芯”应手 得心应手 得“芯”应手——INTEL 奔腾处理
器，给电脑八颗奔腾的“芯”
英特尔奔腾处理器广告
22 独具匠“芯” 独具匠心 起亚汽车 K5 广告-独具匠“芯”，
23 独一无二 独一无二 Forevermark 婚戒广告 并列 中性 1.1
24 e 网情深 一往情深 网吧广告 偏正 褒义 2.1
25 只有耳提, 不须面命 耳提面命 电话局广告语 并列 褒义 3.1
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现代汉语广告中的成语研究
27 高山流水 高山流水 乐器店广告 主谓 中性 1.1
28 高枕无忧 高枕无忧 药枕广告 连动 褒义 1.2
29 股往金来 古往今来、 股票广告 连动 中性 2.1
30 冠冕堂皇 冠冕堂皇 帽子广告 主谓 贬义褒用 1.2
31 锅色天香 国色天香 火锅店广告 并列 褒义 2.1
32 好色之涂 好色之徒 涂料广告 偏正 褒义 2.1
33 “咳”不容缓 刻不容缓 止咳药广告 偏正 中性 2.1
34 喝喝有名 赫赫有名 酒店广告 偏正 褒义 2.1
35 盒情盒理 合情合理 巧克力广告 并列 褒义 2.1
36 鸡不可失 机不可失 鸡肉店广告 主谓 中性 2.1
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现代汉语广告中的成语研究
38 斤斤计较 斤斤计较 衡器广告 偏正 贬义褒用 1.2
39 净如人意 尽如人意 丰台区清洗沙发公司广告 主谓 中性 2.1
精卫填海 精卫填海 古有精卫填海，今有宜公移山
宜春宜工装载机广告
40 精益求金 精益求精 味精广告 紧缩 褒义 2.1
41 九酒归地 九九归地 酒店广告 偏正 中性 2.1
42 “口服”心服 心服口服 亲亲八宝粥，“口服”心服 并列 中性 3.4
43 口蜜腹健 口蜜腹剑 营养液 主谓 贬义 2.1
44 快治人口 脍炙人口 消炎药广告 紧缩 褒义 2.1
45 “快治”人口 脍炙人口 口腔门诊广告 紧缩 褒义 2.1
46 乐在“骑”中 乐在其中 赛马车广告 述补 中性 2.1
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现代汉语广告中的成语研究
48 礼所当然 理所当然 礼品店 偏正 中性 2.1
49 两面三刀 两面三刀 多功能菜刀广告 并列 贬义褒用 1.2
50 两“腋”清风 两袖清风 茶联广告 主谓 褒义 2.2
51 “聊”无禁忌 百无禁忌 中国电信，让你想说就说“聊”无
52 领鲜一步 领先一步 海鲜广告 述补 中性 2.1
53 六神有主 六神无主 六神有主一家无忧
六神特效花露水广告
主谓 贬义褒用 2.2
54 “面面俱到” “面面俱到” 格林涂面，“面面俱到”——格林
55 “面目”一新 面目一新 “面目”一新的达成面——台湾方
便面广告语
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现代汉语广告中的成语研究
57 明察秋毫 明察秋毫 眼镜广告 述宾 褒义 1.2
58 默默无“蚊” 默默无闻 蚊香广告 偏正 中性 2.1
59 难言之隐 难言之隐 “难言之隐”，一洗了之——恩威
牌洁尔阴洗液广告
60 排观众之忧，解用户
排忧解难 《中国电视报》 并列 中性 3.1
61 铺天盖地 铺天盖地 铺天盖地，钻石地毯——广告 并列 改变含义 1.2
62 “骑”乐无穷 其乐无穷 摩托车广告 主谓 褒义 2.1
63 千里之行，始于足下 千里之行，始于足下 鞋广告 主谓 褒义 1.2
64 千里音缘一线牵 千里姻缘一线牵 长途电话广告 偏正 中性 2.1
65 亲密无间 亲密无间 与钢笔亲密无间——纸品广告 述补 褒义 1.1
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现代汉语广告中的成语研究
67 人定为峰 人定胜天 Geekj2 手机广告 主谓 褒义 2.2
68 软硬兼施 软硬兼施 软硬兼施，外柔内“钢”——河南
蓝梦床垫广告
69 “烧”胜一筹 稍胜一筹 河南讯达炉具广告 述宾 褒义 2.1
70 神机妙算 神机妙算 计算机广告 并列 褒义 1.2
71 “食”来运转 时来运转 肯德基广告 连动 中性 2.1
72 食全食美 十全十美 饭馆广告 并列 中性 2.1
73 时不我待 时不我待 NIKE 广告 主谓 褒义 1.1
74 手当其冲 首当其冲 感冒药广告 述宾 中性 2.1
75 守口如瓶 守口如瓶 对你的隐私守口如瓶——保险公
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现代汉语广告中的成语研究
77 四海五洲 五洲四海 环球，环球，你有无数忠诚的朋
友，带着你亲切的问候，让歌声 飞遍“四海五洲”——环球牌收录 机广告
78 随心所浴 随心所欲 热水器广告 述宾 贬义 2.1
79 随寓而安 随遇而安 花园公寓 偏正 褒义 2.1
80 岁月无痕 春梦无痕 梦妆化妆品 主谓 中性 2.2
81 天长地酒 天长地久 酒类广告 并列 中性 2.1
82 天有不测风云 天有不测风云，人有
天有不测风云，我有人身保险 主谓 中性 3.3
83 铁笔能操, 宁同刻鸽，
金章可琢, 莫笑雕虫
刻鸽不成、雕虫小技 刊刻社广告语 并列 贬义褒用 3.3
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现代汉语广告中的成语研究
85 万事通 万事亨通 饭馆广告 主谓 褒义 3.3
86 唯“鹅”独尊 唯我独尊 鹅牌内衣广告 主谓 贬义褒用 2.1
87 闻“机”起舞 闻鸡起舞 音响广告 连动 中性 2.1
88 无稽之谈 无稽之谈 Kfc 广告 偏正 贬义 1.1
89 无可替代 无可替代 透明胶带 述宾 褒义 1.1
90 无所不包 无所不包 包子店广告 述宾 中性 1.2
91 无微不至 无微不至 无微不至的保护
Eucerin 化妆品广告——悦己杂志 1-2010
92 无胃不治 无微不至 治胃药广告 紧缩 褒义 2.1
93 无鞋可及 无懈可击 shop.paipai.com 主谓 中性 2.1
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现代汉语广告中的成语研究
95 洗出望外 喜出望外 洗衣粉广告 主谓 褒义 2.1
96 闲妻良母 贤妻良母 台湾洗衣机广告 并列 褒义 2.1
97 鲜为人知 鲜为人知 味精广告 兼语 中性 2.1
98 小不饮而乱大谋 小不隐而乱大谋 北京新大地生命源的服液 联动 中性 2.1
99 心地善凉 心地善良 风扇广告 主谓 褒义 2.1
100 “鑫鑫”向荣 欣欣向荣 银华基金广告 偏正 褒义 2.1
101 行空“天马” 天马行空 广告 主谓 3.4
102 胸有成竹 胸有成竹 腾讯汽车广告 主谓 褒义 1.1
103 牙口无炎 哑口无言 牙膏广告 连动 贬义 2.1
104 鸦雀无声 鸦雀无声 工作时鸦雀无声——电冰箱广告 主谓 中性 1.1
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现代汉语广告中的成语研究
106 肴肴领先 遥遥领先 油品店广告 偏正 中性 2.1
107 一步到位 一步到位 菜谱特汽车 偏正 中性 2.1
108 一“页”成名 一举成名 中国电信黄页 guanggao 偏正 褒义 2.2
109 一戴添桥 一代天桥 帽店广告 偏正 褒义 2.1
110 一夫当关 一夫当关，万夫莫开 双鱼牌挂锁广告 并列 中性 3.3
111 宜公移山 愚公移山 古有精卫填海，今有宜公移山
宜春宜工装载机广告
112 百呼百应 一呼百应 顾问公司广告 并列 中性 2.2
113 一呼四应 一呼百应 音响公司 并列 中性 2.2
114 一见钟“琴” 一见钟情 钢琴广告 连动 中性 2.1
115 一箭钟情 一见钟情 箭牌口香糖 连动 中性 2.1
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现代汉语广告中的成语研究
117 一路征尘 一路征尘 佳丽- 洗尽您一路征尘，洗衣粉 偏正 中性 1.2
118 一路领鲜 一路领先 味精广告 偏正 褒义 2.1
119 一览无余 一览无余 腾讯汽车广告 述补 中性 1.1
120 一“明”惊人 一鸣惊人 达克眼罩，一“明”惊人 连动 褒义 2.1
121 一毛不拔 一毛不拔 上还梁新记牙刷广告 偏正 贬义褒用 1.2
122 以“帽”取人 以貌取人 帽子店广告 偏正 贬义褒用 2.1
123 一名“警”人 一鸣惊人 南通 II 型手表式近电报警广告 连动 褒义 2.1
124 有 一“名”惊人 一鸣惊人 上海易德礼命名有限公司开业广
125 衣名惊人 一鸣惊人 服装广告 连动 褒义 2.1
126 一明惊人 一鸣惊人 眼病治疗仪广告 连动 褒义 2.1
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现代汉语广告中的成语研究
128 一诺千金 一诺千金 银行信用卡 主谓 中性 1.1
129 饮“乳”思源 饮水思源 台湾思源牌牛奶广告语 连动 褒义 2.2
130 一生相守 白头相守 Forevermark 婚戒广告 主谓 褒义 2.2
131 一网打尽 一网打尽 Kfc 广告 偏正 褒义 1.1
132 衣衣不舍 依依不舍 服装店广告 偏正 褒义 2.1
133 引人入店 引人入胜 某高级饭店横额 兼语 褒义 2.2
134 饮以为荣 引以为荣 饮品广告 连动 褒义 2.1
135 莺歌燕舞 莺歌燕舞 燕舞牌收录机广告 并列 中性 1.1
136 油备无患 有备无患 油店广告 紧缩 褒义 2.1
137 有的放矢 无的放矢 广告稿公司广告稿 偏正 贬义褒用 2.2
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