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成语广告一直是学界和社会关注的热点问题之一。本文认为,成语广告主要可以分为三类:一类是直接用成语做广告,另一类是一语双关的成语广告,再一类就是仿词体成语广告。仿词体成语广告备受广告界和文化界的关注,很多人对它褒贬不一,是争议最多的广告。我们认为此类广告应该是成语广告的一种类型,它完全可以创造出精品,但其前提是防止滥用,制止粗制滥造。
Idiom advertisements have always been one of the hot topics in the academic world and society. This article believes that idiom advertisements can be mainly divided into three categories: one is to use idioms to advertise directly, the other is idiom ads with idioms, and the other is idiom-like idiom advertisements. The idiom adjectives of idiom-like body have attracted much attention from the advertising industry and the cultural world. Many people have mixed opinions about it and are the most controversial advertisements. We believe that such advertisements should be a type of idiom advertisement. It can create fine works, but its premise is to prevent abuses and stop shoddy.