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 an extended period.
Commonly used idioms such as "有恃无恐" (fearless with assurance), "盲人瞎马" (blind man on a blind horse), "打草惊蛇" (stirring up the grass to scare the snake), "捕风捉影" (catching the wind and grasping shadows), "两面三刀" (two-faced and treacherous), and "南腔北调" (southern accent and northern tone) are well-known phrases that each carry a rich historical significance.
Not all ancient expressions qualify as idioms; for a phrase to be recognized as an idiom, it must be widely accepted by people, exhibit a fixed form, and maintain a relatively stable meaning Additionally, it should be commonly used in both written and spoken language, reflecting a strong social foundation and broad public support This ensures that the idiom is rich in meaning and possesses enduring vitality.
二是定型不变。
Fixed expressions, such as idioms, have a specific structure and relationship among their components that cannot be altered These idioms are products of long-term usage and are established conventions, which means they have a standardized form once they are 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, adding elements to "狼狈为奸" to make it "狼狈而为奸" or shortening "患得患失" to "患得失" is not permissible Furthermore, the structural relationships are also rigid; 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 suggests that the meaning 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 significance Typically, idioms possess a dual-layered meaning, where the surface meaning serves only to illustrate the actual intent of the idiom This characteristic distinguishes idioms from other fixed phrases.
汉语成语的分类
Chinese idioms can be categorized in various ways based on their combinations, leading to diverse structures Analyzing the structure of idioms is crucial for a deep understanding of their meanings and correct usage These idioms can be classified 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
Chinese idioms exhibit a complex grammatical structure, which can be categorized into two main types: simple structures and compound structures Simple structures consist of idioms that are cohesive and cannot be analyzed grammatically, such as "乱七八糟" (in a mess) and "一清二楚" (clear as day) In contrast, compound structures typically consist of two parts, forming the primary grammatical framework of most idioms Based on the relationships between these two parts, compound idioms can be further classified into several types, including parallel structures.
Parallel structure idioms are commonly categorized into two types: four-part and two-part structures, with two-part structures being the most prevalent Examples of four-part parallel idioms include "青红皂白" (the complexities of life) and "喜怒哀乐" (the emotions of joy, anger, sorrow, and happiness) Most two-part parallel idioms share a similar grammatical structure in both parts, such as "风平浪静" (calm winds and clear seas), "守株待兔" (waiting idly for opportunities), "崇山峻岭" (lofty mountains), "眉清目秀" (beautiful features), "人山人海" (a sea of people), and "天涯海角" (the ends of the earth) Additionally, there are also modifying structures in these idioms.
Cấu trúc thành ngữ phân loại có mối quan hệ giữa phần trước và phần sau, với phần trước là phần bổ nghĩa cho phần sau Các thành ngữ này có thể được chia thành hai loại: cấu trúc trạng từ và cấu trúc danh từ Ví dụ như: "众矢之的" (mục tiêu chung), "掌上明珠" (viên ngọc trong lòng bàn tay), "雪中送炭" (giúp đỡ trong lúc khó khăn), "绵上添花" (làm cho cái đẹp thêm phần rực rỡ), "无稽之谈" (lời nói vô căn cứ), và "患难之交" (bạn bè trong hoạn nạn).
In Chinese idiomatic expressions, the structure consists of two parts that reflect a subject-predicate relationship, akin to grammatical subjects and verbs Examples include phrases such as "graceful demeanor," "promising future," "vivid memories," "dressed elegantly," "disaster strikes unexpectedly," and "a name that does not match reality."
In the realm of idiomatic expressions, the predominant structure consists of two-two combinations, while a smaller portion features variations outside this pattern Most of these idioms follow a one-three combination, exemplified by phrases such as "emotions shift with circumstances" and "loyalty as vast as the sky."
The structure of idiomatic expressions in Chinese often reflects a relationship of dominance and subordination, akin to the grammatical roles of predicate and object For instance, phrases like "restoring old treasures," "sharing autumn colors equally," "manipulating from above and below," "conspiring unlawfully," and "seeing through the superficial world" illustrate this dynamic.
The structure of idiomatic expressions often involves a relationship between the two parts, where one complements the other, similar to the relationship between a subject and its complement in grammar Examples include phrases like "unmatched in size," "clear at a glance," "mutually assured destruction," "popular at the moment," and "seeking guidance from the blind."
The idiomatic expressions in the Chinese language often feature a combination of syllables in a one-three structure, exemplified by phrases such as "love it so much you can't part with it" and "ruined in an instant." Additionally, the use of the "dual-object" structure is prevalent in these expressions.
The structure of idiomatic expressions in Chinese often consists of three parts: a subject, a predicate, and an object These components reflect a relationship of dominance and subordination, where the object of the first predicate phrase serves as the subject of the subsequent subject-predicate 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 linked structure idioms, the two verb components indicate sequential actions that must occur in a specific order For example, phrases like "getting off the horse to admire the flowers," "opening the door to invite a thief," "drawing a snake and adding feet," "replacing one thing with another," and "changing one's mind upon seeing something new" illustrate this concept.
The internal combinations of compressed idioms are quite unique and limited in number Some of these idioms are challenging to analyze, making them particularly intriguing.
The phrase "死不瞑目" highlights inconsistencies in certain idiomatic expressions, such as "落井下石," where the two components, "甲" (falling into the well) and "乙" (adding stones), exhibit a mismatch in style It's important to note that the function of condensed structural idioms is often predicative, as seen in examples like "一败涂地" (utter defeat), "精益求精" (striving for perfection), and "无微不至" (meticulous attention to detail).
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 as subjects, predicates, adverbials, attributes, or 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, hay còn 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 mediums such as newspapers, television, radio, and posters to reach its audience.
Cao Zhiyun states that "advertising language encompasses all linguistic information within advertisements, including spoken words, phrases, sentences (such as lyrics), and written text (which consists of pinyin letters, punctuation marks, and graphic text)."
In advertising copywriting, effectively conveying the message stimulates consumer psychological needs, fostering a desire to purchase and ultimately leading to buying actions The operation of advertising language is crucial in this process, serving as a bridge that communicates information about products, services, or companies to consumers.
Advertising language is central to any advertisement, serving as its essence and the most effective means of communication Due to the utilitarian nature of advertising, language exhibits distinct characteristics that are crucial for conveying messages Advertising language intersects with various disciplines such as psychology, rhetoric, sociology, aesthetics, marketing, and communication studies This implies that both the creative concepts and the linguistic elements of advertisements should be designed using principles from these fields, ensuring the development of innovative and appropriate language that aligns with the creative vision.
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 require significant investment, leading to strict limitations on time and length This necessitates concise and impactful advertising language that conveys product information using the fewest words possible In today's competitive information era, consumers typically do not spend much time on lengthy advertisements; therefore, to capture their attention effortlessly, the language must be both succinct and powerful Otherwise, it becomes challenging to engage the audience, undermining the effectiveness of the advertisement From both an economic and advertising effectiveness perspective, it is crucial for advertising language to be as simple and forceful as possible.
Concise and powerful communication demands brevity while capturing key characteristics that resonate emotionally with the audience It should instantly attract attention and leave a lasting impression The tagline for Shanghai Zhongda Electric Factory's voltage stabilizer is a single 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 refreshing," captures the essence of a product that invigorates the senses The advertisement for Kongfu Family Wine evokes nostalgia with the tagline, "Kongfu Family Wine makes you long for home." Meanwhile, Mai's Coffee emphasizes deep connections with its slogan, "Rich in flavor, deeper in emotion."
The advertisement for Weidou Milk, featuring the catchy phrase "Weidou Milk, joyful and delightful," effectively highlights the product's characteristics while resonating deeply with the audience, showcasing its persuasive power Similarly, the classic slogan "Hoping for a dragon child—Little Tyrant" from the Little Tyrant English Dictionary encapsulates the understanding and affection parents feel, tapping into their emotional needs The dual meanings of "dragon" and "Little Tyrant" create a memorable connection between the product and its target market, contributing to the product's remarkable sales success.
Advertising language often employs ellipses for brevity and emphasis, focusing on key elements to create striking messages These ellipses omit non-essential components while retaining critical terms that highlight the product's features For instance, in the Danone yogurt advertisement, the phrase "Every day Danone, every day healthy" conveys the complete idea of "Drink Danone yogurt every day for good health," omitting the words "drink" and "body" as they are implied Similarly, the Frosty skincare ad states, "Frosty dots, beautiful years," where "just need" and "will" are omitted without losing meaning This necessary reduction enhances the precision and effectiveness of the advertising message, showcasing the product's qualities more vividly.
Advertisements filled with excessive adjectives and jargon often fail to leave a lasting impression, while concise and clear ads are easily remembered This is because consumers typically take time to process advertising before making a purchase Therefore, powerful and succinct advertising is essential for maintaining consumer interest and memory of the product, ultimately guiding future buying decisions However, it's important to strike a balance; the effectiveness of an ad is not solely determined by word count but by its ability to resonate with consumers Effective advertising should be both concise and impactful to stimulate consumer action.
The essence of effective advertising lies in its language; as the saying goes, "Without eloquence, words do not travel far." To achieve widespread recognition, advertisements must avoid blandness, monotony, and clichés Therefore, it is crucial to focus on originality and creativity in ad copy, as unique and innovative language maximizes the impact and effectiveness of the advertisement.
Advertising innovation often relies on two main approaches: the effective use of rhetorical techniques, such as alliteration, borrowing, repetition, and rhyme For instance, a travel shoe ad states, "A journey of a thousand miles begins with a single step," cleverly utilizing a well-known idiom Similarly, a quick-acting heart medication ad declares, "Heart troubles require heart remedies," using a common saying Additionally, a China Mobile advertisement evokes the poetic lines, "Though miles apart, close friends remain," illustrating the transformative power of mobile communication without explicitly stating its benefits This approach leads audiences to realize that mobile communication turns the beautiful dream of human connection into reality.
One effective approach in advertising is the use of special sentence structures, particularly the frequent application of imperative sentences or a combination of imperative and interrogative forms Advertising, being a practical form of communication, often employs persuasive language, and imperative sentences serve as a polite way to directly advise or encourage action, aligning perfectly with advertising goals For instance, a shoe-shining machine ad states, "Before your date, please shine your shoes," while a sports drink ad suggests, "For good health, 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, as demonstrated by an ad in "Economic Reference": "Are you looking for a market analyst? Do you want a wealth advisor? Would you like a life consultant? Are you seeking an economic data specialist? Please subscribe to 'Economic News!'"
David Ogilvy, the American advertising expert, stated in "The Art of Advertising Writing" that to persuade others to take action or purchase a product, one must communicate in their language He emphasized the importance of writing in plain, accessible terms.
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, tagline, 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 promotes the idea of "global stock markets at a glance," emphasizing the ease of understanding complex financial information This approach indirectly highlights the program's commitment to providing clear and accessible insights into market trends.
In the realm of advertising, creativity often draws inspiration from classic idioms, such as the Yichun Yigong loader ad referencing the ancient tale of "Jingwei Filling the Sea," now reimagined as "Yigong Moving Mountains." Similarly, a footwear company's slogan "Endless Steps" plays on "Endless Flow," while a lime factory promotes itself with the phrase "Starting from Scratch." Additionally, a motorcycle advertisement captures joy with the catchy phrase "Endless Riding Fun," echoing the original idiom "Endless Joy."
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 in all forms of advertising Whether in television, print, radio, or other types of ads, the incorporation of idioms can significantly enhance the impact and memorability of the message.
From the perspective of narrow advertising idioms, advertising idioms refer to phrases that are directly or indirectly used in print media, radio, and television An example of direct usage includes
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 apply 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 special subjects.
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 feature creatively transformed idioms such as "Deep Affection for the Internet," "Instant Attraction to the Piano," "Urgent Matters Can't Be Ignored," and "Turning Big Stones into Small Ones," which serve as indirect advertising through their clever play on original phrases.
It is important to note that there is a specific type of idiomatic language used in advertisements for marketing a particular product or appeal, 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
The four-character phrases or short sentences resembling idioms lack distinct characteristics, leading to a vague perception of their idiomatic nature Generally, individuals do not actively recognize these four-character expressions 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, characterized by their brevity and ease of learning, encapsulating the essence of the Han ethnic language and rich cultural connotations In modern society, advertising serves as a hallmark of contemporary life, blending familiarity with novelty and vibrancy with depth, thus capturing significant attention In recent years, the language of advertising has increasingly become a focal point of interest within linguistic studies and society, particularly with the rapid development of trade and commerce.
To date, research on advertising idioms has primarily been limited to scattered articles in journals, with no comprehensive or systematic monographs published Since the 1990s, there has been a notable increase in studies focusing on advertising language Noteworthy 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, along with contributions from Yao Dianfang and Pan Zhaoming published by Peking University Press.
In 1992, the publication "Using Chinese Rhetoric" included a variety of specialized topics, one of which is advertising idioms However, the research on these idioms has been somewhat superficial Some studies focus solely 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 distinct features and functions remain underemphasized.
In recent years, numerous journals have focused on the study of advertising idioms, in addition to the previously mentioned research monographs on advertising language These studies primarily concentrate on the rhetorical devices, effects, and aesthetic characteristics of advertising idioms, highlighting their significance in effective communication.
Recent academic research from linguistic, cognitive, and psycho-cultural perspectives has achieved significant depth and specialization Notable studies include Chen Qinghan's examination of the phenomenon of idiomatic expressions in advertising slogans, published in the news sector in 2007, and Chen Sha's exploration of similar themes in advertising contexts.
The cultural phenomenon of homophonic idioms has been explored in various studies, including "A Study on the Rhetoric of Homophonic Idioms" by Xiu Ci Xue Xi in 1996, and "A Brief Analysis of Homophony in Advertising Language" by Dan Qiang, published in the Weifang Education Institute Journal, Volume 22, Issue 2 Additionally, Li Nan's "Analysis of the Characteristics of Idioms in Advertising" appeared in the Taiyuan University Education Institute Journal in June 2008, while Ma Zhilan discussed "Several Rhetorical Methods of Using Idioms in Advertising" in the Shayang Normal College Journal, Issue 1 of 2002.
In his 2009 master's thesis titled "A Study of Advertising Idioms," Jin Dongliang from Jilin University explores the intersection of communication studies and advertising The research delves into how idiomatic expressions are utilized in advertising to enhance message effectiveness and consumer engagement By analyzing various advertising campaigns, the thesis highlights the significance of idioms in shaping brand perception and influencing purchasing decisions.
Advertising idioms reflect the inevitable development of Chinese society and exist objectively, independent of personal opinions They will not cease to exist despite criticism The phenomenon of "new idioms" in advertising includes homophonic idioms like "衣名惊人" (a play on "一鸣惊人"), contemporary colloquial expressions such as "只溶在口，不溶在手," and new 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 idiomatic phrases that, despite their four-character structure, do not strongly exhibit idiomatic characteristics.
In 2004, Ni Ning's "Advertising Studies Tutorial" was published and gained popularity among many educational institutions, highlighting the significant role of advertising and advertising language in social education The tutorial emphasizes rhetorical techniques in advertising language, including the use of advertising idioms.
The research on advertising idioms holds significant reference value, highlighting the unique phenomenon of idiom application within advertising Each article, paper, and monograph has its distinct focus and varying degrees of achievement, yet they collectively demonstrate the skillful use of language in advertising idioms.
In Vietnam, there has been significant research on modern Chinese idioms, notably by Professor Nguyen Van Khang, who has extensively explored Chinese idioms and compared them with Vietnamese equivalents His work includes the publication of two modern Chinese idiom dictionaries, which greatly assist 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, as well as several master's theses by students focusing on idiomatic expressions.
While the application of Chinese idioms has garnered attention in academic circles, there is a noticeable lack of research specifically focusing on idioms in modern Chinese advertising Currently, the only related work is a thesis by Ruan Mengjin from the Graduate School of Foreign Languages at a national university, which examines advertising language.
The study on 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 appeal 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 usage reflects language proficiency and enhances communication effectiveness in Mandarin.
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 as its primary research objective.
小结
This chapter reviews theories related to modern Chinese advertising idioms, including an overview of Chinese idioms and advertising language Chinese idioms are historically and culturally significant fixed expressions commonly used by people, predominantly composed of monosyllabic components, with a basic structure of four syllables Key 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 utilizing them in a flexible manner This article collectively refers to the idioms directly or indirectly applied in advertising copy as "advertising idioms." It is important to note that there exists a category of idiomatic expressions in advertising characterized by four-character phrases that convey complete meanings and can stand alone However, these four-character 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, altering their forms and meanings to achieve unexpected and novel expressions This article examines the active use of idioms in advertising by analyzing over 140 instances of idiomatic expressions or their imitations gathered from newspapers, online sources, and various materials The products and services represented are diverse, including clothing, food, pharmaceuticals, home appliances, real estate, retail, and beverages The study compares and categorizes 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 classified into three categories: those that retain their original form, those that are imitative, and those that involve structural changes Out of the 145 advertising idioms examined, a significant portion retains their original structure.
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 idioms constitute the majority, accounting for 63.44% These idioms involve altering specific elements of established phrases to align with the characteristics or attributes of a product This method, compared to the first and third usage techniques, creates a sense of familiarity while also feeling fresh, making it more effective in attracting attention However, the use of such advertising idioms has sparked considerable debate and even 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 of advertising employs traditional idioms as slogans The form of these advertising idioms remains unchanged in pronunciation and retains their original meanings or features a double entendre.
保留原型式
仿 拟式结构更换式
Using original idiomatic expressions in advertising not only maintains the same sound and form but also preserves their meanings and emotional connotations By incorporating these established idioms into ad copy, advertisers can accurately and vividly reflect the characteristics of their products, resulting in effective communication and enhanced 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 process of analysis, it became evident that advertisements using idiomatic expressions with unchanged meanings share common characteristics, particularly that the nature of the products aligns closely with the meanings conveyed by these idioms For instance, the credit card advertisement featuring the phrase "A Promise is Worth a Thousand Gold" emphasizes the theme of integrity, effectively highlighting the essence of the credit card's reliability Similarly, the lighting advertisement using the idiom "Covering the Sky" not only showcases the specific attributes of the lighting products but also suggests their widespread market appeal, high sales volume, and superior quality, fostering customer trust and encouraging potential buyers to choose their brand.
From a social psychological perspective, advertisements that use clear and straightforward language, along with established idioms, enhance acceptance among audiences The use of precise and standardized vocabulary ensures seamless information dissemination without causing any awkwardness or discomfort This natural and relatable approach allows readers to quickly grasp the nature of the product, resulting in a high level of acceptance.
For instance, the Wang An computer advertisement claims, "Work burdens are now effortless," suggesting that purchasing this brand of computer will bring ease and joy to your professional life Similarly, an advertisement for a musical instrument store states, "Melodies of high mountains and flowing water, harmonizing with the spring's pure snow," which not only conveys the high quality and elegance of the instruments but also evokes the appreciation of the exquisite music that can be produced with them.
Data indicates that the usage rates of homonyms and semantic puns are comparable The characteristics of retaining original prototype advertising idioms in 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 idiom employs a rhetorical device known as "pun," where the original idiom retains its form but loses its literal meaning in favor of a new interpretation relevant to the advertised product For instance, "春风满面" (a face full of smiles) is used in a fan advertisement, emphasizing the literal meaning of "the breeze blowing across the face." Similarly, "高枕无忧" (to sleep peacefully) is adapted for a pillow advertisement, focusing on the literal interpretation of "raising the pillow for a worry-free sleep." The idiom "一毛不拔" (stingy) is transformed for a toothbrush ad, highlighting its literal sense that "not a single bristle is removed." Many of these idioms, originally with negative connotations, shift to positive meanings when their surface meanings are utilized, such as "高枕无忧," "冠冕堂皇," and "一毛不拔." Conversely, idioms like "春风满面," which inherently carry positive connotations, maintain their favorable implications even when their literal meanings are applied.
The term "all-encompassing" refers to the idea of inclusivity, suggesting that nothing is left out Originally, this phrase signifies the complete acceptance of all things In the context of this advertisement, "包" cleverly alludes to dumplings, emphasizing their diverse varieties, fresh ingredients, and a guarantee of customer satisfaction.
自讨苦吃 —— 某中药铺广告
The idiom originally refers to creating trouble for oneself In the realm of global pharmacy, traditional Chinese medicine is unique, embodying the saying "Bitter medicine is beneficial for illness." Therefore, when faced with health issues, one should seek effective traditional Chinese remedies, as they are often bitter yet highly beneficial.
Patients often choose to "seek hardship" willingly, which reflects a clever integration of common sayings with the specific intent of advertising the product This creative approach effectively merges traditional wisdom with marketing strategies.
This advertising language effectively conveys the advertiser's message by utilizing idioms in their literal sense rather than their overall meaning, creating a dual interpretation that intrigues and leaves a lasting impression on the audience Particularly, idioms with semantic puns that alter their connotative meanings evoke a sense of novelty and uniqueness, resulting in unexpected humor and charm.
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 forms To attract more attention to their advertisements or store names, some merchants creatively alter familiar idioms, modifying certain characters and changing their original structure and meaning This practice often strips the idiom of its traditional characteristics, extracting beneficial elements to fit into advertisements, resulting in new phrases that resemble the original idioms but convey different meanings This article compiles 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 phrase "百依百顺" traditionally implies unquestioning obedience, often carrying a negative connotation However, it has evolved into a more neutral term in contemporary usage This article illustrates the universality of "万事洁" laundry detergent, emphasizing that it delivers excellent results on any type of clothing, cleverly substituting "依" with "衣" to highlight this point.
“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、
The article aims to analyze the structural forms of original idioms, focusing on identifying which types are most frequently used in advertising It also examines whether the modified idioms in advertisements differ structurally from their original versions, and if so, explores the reasons behind these 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 findings indicate that idioms used in advertising exhibit a diverse range of structural forms Chinese idioms are categorized into eight types, with each category contributing some idioms to advertising This suggests that any Chinese idiom can be borrowed for commercial purposes as long as it aligns with the product characteristics and advertising creativity.
It is important to note whether the structure of advertising idioms differs from that of their 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
Toothpaste advertisements convey a message of oral health without inflammation, while internet cafe promotions express a deep emotional connection Both campaigns utilize clever wordplay to engage their audiences, highlighting the importance of effective communication and lasting relationships.
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 emphasizes that when using idioms in advertising, it's essential to maintain their original structure This approach helps readers easily recognize the idiom's meaning and understand the advertisement's intent Excessive alteration of idioms can diminish readers' comprehension and negatively impact the use 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 legacy of language, while advertisements serve as a social application of culture The intersection of these two forms of expression gives rise to idiomatic advertising, blending linguistic heritage with contemporary marketing strategies.
The purpose of advertising is to attract consumers and stimulate their desire to purchase, necessitating a design that resonates with their cultural and psychological characteristics Advertisements reflecting the essence of Han Chinese culture are more readily accepted by Chinese consumers Utilizing idioms in advertising is supported by cultural and psychological foundations, as these expressions often encapsulate the social life and spiritual world of the Chinese people, showcasing a rich cultural style Formally, idioms typically consist of four characters, delivering profound meaning in a concise format Their rhythmic and symmetrical structure, exemplified by phrases like "天长/地久" (everlasting) and "一举/两得" (achieving two goals with one action), adds aesthetic appeal, making them well-received among the Han people.
The rich and diverse idioms of the Han people reflect thousands of years of social life and the spiritual world of the Han nationality, showcasing their philosophical perspectives.
Chinese proverbs encapsulate a wealth of wisdom, reflecting principles such as the "Doctrine of the Mean," the idea that "excessive joy leads to sorrow," and the belief that "after extreme adversity comes prosperity." They also embody ethical values like respecting teachers and maintaining integrity, as well as concepts of sacrifice and betrayal Aesthetic appreciation is evident in phrases that evoke beautiful imagery, such as "charming landscapes" and "the harmony of nature." Additionally, life experiences are captured in sayings that emphasize empathy and cunning strategies, showcasing the richness of cultural heritage through these concise expressions.
Due to the rich cultural connotations of Chinese idioms, both domestic products and foreign goods entering the Chinese market often incorporate these idioms in their advertising designs This strategy aims to align with the cultural preferences of Chinese consumers, ultimately enhancing the appeal of the products and encouraging purchases.
Quảng cáo hoạt động trên diễn đàn QQ sử dụng thành ngữ "茶余饭后" để phản ánh thói quen của người Trung Quốc là ngồi lại uống trà và trò chuyện sau bữa ăn Những người tham gia sẽ cùng nhau bình luận về các sự kiện xung quanh Khi nhìn thấy câu quảng cáo này, người dùng internet nhanh chóng hiểu rằng QQ đang quảng bá cho chương trình diễn đàn, nơi thảo luận và đánh giá về các vấn đề thời sự, kinh tế và các chủ đề nóng hổi.
China, as an Eastern country, places a strong emphasis on security, which is why insurance companies have crafted advertisements like "Unforeseen events may arise, but I have personal insurance." This message resonates with the notion of reliability, assuring individuals that no matter how challenging life may become, they have a safety net in place.
The use of idiomatic expressions in advertising 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 emergence of numerous advertising idioms reflects the rapid development of China's commodity economy These idioms highlight the diversification and modernization of product manufacturing, as well as improvements in people's quality of life For instance, the phrase "随心所浴" indicates the widespread use of home water heaters, while "聊"无禁忌 signifies the continuous enhancement of telephone service quality in China.
Air conditioning units have become a common feature in households across China The phrase "A hundred words are not as good as one key" illustrates the widespread adoption of computers in the country.
The idioms used in advertisements reflect the diversity of people's values and social lifestyles For instance, the phrase "衣名惊人" caters to those who pursue branded clothing, while expressions like "鸡不可失" and "骑乐无穷" highlight certain consumer attitudes and leisure activities.
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 effective slogans can significantly enhance a business's visibility and impact They form the foundation for a brand's identity and the conceptualization of print and audiovisual advertisements To capture attention and stimulate consumer desire, slogans must be meticulously crafted to showcase uniqueness and creativity, leveraging the artistry of language In this context, the innovative use of idioms serves as an excellent method for refreshing advertising strategies.
Using idioms in advertising showcases linguistic skill, making the ads catchy and memorable This clever use of language not only enhances the appeal of the advertisement but also helps consumers easily recall the message.
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 illustrated by the idiom "高枕无忧," which literally means "to sleep soundly with a high pillow" and conveys a sense of ease and lack of worry, making it apt for promoting products like medicinal pillows Similarly, phrases like "排观众之忧，解用户之难" effectively address audience concerns and user difficulties The idioms "春风得意" and "兰室温馨" cleverly incorporate the characters for "spring" and "orchid," aligning with the primary functions of air conditioning—"wind" and "warmth." These examples resonate well without feeling forced, enhancing their acceptance From an artistic perspective, the clever associations provide ample room for imagination and leave a lasting impression, showcasing the power of linguistic artistry in advertising.
Advertising idioms, whether utilizing their original surface meanings or overall connotations, often deviate from conventional usage through either semantic reinterpretation or alterations in linguistic elements This creative divergence aims to produce something extraordinary, employing unique forms or interpretations that evoke a sense of unfamiliar beauty and insight Such approaches strive to resonate emotionally, sparking imagination and associations while guiding these unusual feelings toward an anticipated peak experience Thus, effective advertising phrases that creatively employ idioms skillfully leverage linguistic variations.
现代汉语广告成语的产生动因
To achieve maximum advertising impact, 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.
Chinese idioms, with their rich history, fixed forms, and holistic meanings, are treasured elements of the Chinese language, widely recognized as fundamental vocabulary in social life Their rhythmic and catchy pronunciation 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 depth of meaning Idioms possess greater expressive power than ordinary words, often employing metaphors and exaggerations that enhance their vividness and imagery, reflecting the rich cultural style of the Chinese nation These qualities align perfectly with the creative requirements of advertising, leading to an increasing use of idioms in ad copywriting.
Commercial advertising aims to be original and attention-grabbing, often leading advertisers to creatively modify idioms This approach goes beyond mere alteration; it involves a clever integration of idioms with specific product features or contexts, utilizing their original meanings while breaking away from conventional usage Such contrasts generate new meanings that are refreshing and memorable, creating a profound impression and unique aesthetic appeal This aligns with the necessity for creativity and novelty in advertising language.
The ultimate goal of advertising is not merely to attract attention, but to promote products and inspire a desire to purchase Skilled designers utilize innovative adaptations of idioms, not just for superficial impact, but to enhance and emphasize the original meanings while highlighting the promotional aspects of the product By creatively employing idioms, they aim to generate a richer and more compelling advertising effect.
An advertisement for chicken cleverly plays on the phrase "机不可失" (opportunity not to be missed) by transforming it into "鸡不可失" (chicken not to be missed) This catchy phrase conveys that the chicken is exceptionally good and hard to come by, suggesting that failing to purchase it would mean missing out on a rare opportunity In just four simple words, the ad effectively communicates a profound message about the value of the product.
Toyota's slogan, "The road tests the horse's strength, time reveals the value of Toyota," emphasizes the brand's commitment to fuel efficiency, economic viability, and high safety standards suitable for off-road conditions The ad creators skillfully combine linguistic elements and idiomatic expressions in Chinese to convey their message effectively, resulting in a vivid and sophisticated advertisement.
The advertisement for "Liushen Flower Water" cleverly plays on the Chinese idiom "Liushen Wuzhu" (literally "Six Gods Without a Master") by transforming it into "Liushen Youzhu" (literally "Six Gods With a Master") This creative twist replaces "Wu" (without) with "You" (with), creating a strong semantic contrast that emphasizes the product's ability to alleviate worries and enhance joy in life By leveraging the phonetic and semantic connections in the language, the ad deepens consumer trust in the product through linguistic appeal.
In today's advertising-saturated society, every interaction with media can generate significant advertising impact.
The use of idioms in advertising has significantly increased, as it involves more than just incorporating existing phrases as slogans To achieve maximum effectiveness, it's essential to study how to appropriately utilize idioms; when done correctly, it can enhance the overall impact of the advertisement.
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 garnered significant attention from both academia and society Currently, there are two prevailing perspectives on the advantages and disadvantages of idioms in advertising: one viewpoint highlights the various positive impacts of these idioms, leading to a general endorsement, while the opposing perspective focuses on their negative effects, resulting in outright rejection.
Proponents of Chinese idioms appreciate their four-character structure, which is both novel and engaging, as well as concise and easy to understand The clever use of idioms in advertising transforms their original meanings, creating memorable and intriguing messages that captivate audiences This technique showcases linguistic skill, offering a familiar yet fresh experience, as the modified idioms relate directly to the advertised products As a result, consumers tend to trust these slogans more, leading to an increased 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 developmental patterns of the advertisements themselves Typically, idioms are applied within the context of specific ads and are not broadly extended This limitation arises from the need to consider product characteristics, types, brands, and the creative language environment, ensuring that idioms are not used arbitrarily Additionally, innovation is crucial in advertising, as each product should have its unique and original expression.
A catchy slogan is essential for linking advertisements to products effectively Imitating others in crafting slogans, especially by using the same idioms, essentially means spending money to promote someone else's brand, a foolish choice for most people This highlights the uniqueness of "Xunda," which stands out without any rivals.
The fundamental issue lies in the nature of advertising slogans, which are a form of creative expression When one imitates others, it is almost an open admission of "plagiarism," reflecting a lack of originality and skill Consequently, even mediocre slogan creators hesitate to embrace such a notion.
Despite the modernization of media, the number of advertisements that can be widely disseminated at a national or provincial level remains limited due to various constraints Additionally, differences in age and interests mean that few advertisements effectively capture the attention of teenagers Consequently, the impact on them is not as significant as many adults, particularly language-sensitive professionals, might assume However, idioms that are widely broadcast, frequently encountered, and often difficult to understand or rarely used can still have a notable 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 language system with strict standards in phonetics, vocabulary, and grammar, and the civilization and health of a country's language are vital indicators of societal progress Idioms are a treasure of the Chinese language and deserve protection However, advertisements often misuse idioms, leading to clichéd expressions that fail to achieve the intended effect and contribute to a "competition of misspellings." This misrepresentation can mislead people into thinking that language can be arbitrarily manipulated, thereby harming its standardization and healthy evolution Examples include distorted idioms like "天长地酒" (from a liquor ad) and "心地善凉" (from a fan ad), which are forced and lack clarity Additionally, a hot pot restaurant altered "国色天香" to "锅色天香," and an oil shop changed "遥遥领先" to "肴肴领先." While these adaptations have some relevance, they appear awkward and lack aesthetic appeal, potentially undermining the transmission of Chinese idioms.
Advertisements often focus on the product itself, emphasizing its characteristics and benefits When idiomatic expressions closely align with these product 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 imitative advertising idiom The phenomenon of creatively using these idioms in advertising can lead to several notable negative impacts.
Changing characters can undermine the standardization of language, particularly leading to an increased likelihood of misspellings among children Additionally, such alterations can create ambiguities, potentially causing misunderstandings among the audience and resulting in negative consequences.
The use of imitative advertising idioms that carry different emotional connotations from their original forms can create challenges for audience interpretation and hinder effective advertising communication Examples include phrases like "a penny-pincher," "infamous reputation," and "double-dealing."
Some advertising slogans mistakenly misuse idioms or other commonly used phrases without the necessary rhetorical context.
The article discusses a beverage company's unconventional marketing approach in Nanjing, which may violate grammatical norms or common sense through random substitutions and interpretations.
The advertisement featuring the phrase "Filipino flavor, can't quench your thirst without it" aims to promote the beverage's thirst-quenching qualities However, the creators missed the mark, as their understanding of the Chinese expression "非 不 " was lacking, resulting in a message that backfired.
The significance and usage of the "non not " format involve a double negative to convey strong affirmation The component following "not" emphasizes the intended goal, while the element after "non" often represents the sole condition necessary to achieve that goal This structure typically indicates that without this unique condition, the desired outcome cannot be attained For example, phrases like "non-saying not possible" or "non-drinking indispensable" imply that only by "saying" or "drinking" can one achieve the goal, reinforcing the meaning of "must say" or "must drink." Therefore, the advertising slogan "non-drinking not thirsty" humorously suggests that one can only be thirsty by drinking, highlighting common misuse of idiomatic expressions in advertising language.
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 Among these, imitative idioms, particularly those utilizing homophonic alterations, make up the majority at approximately 52.42% This type of advertising idiom creatively modifies certain elements of established idioms through the phenomenon of homophony in Chinese, resulting in expressions that are both artistic and culturally resonant, often possessing significant appeal The study of advertising idioms in relation to their original forms reveals that any structure of inherent idioms can be adapted for advertising purposes, with most retaining the original structure while some undergo modifications.
Modern Chinese idioms are unique and thought-provoking, showcasing linguistic skills and cultural characteristics Advertising idioms possess a strong sense of contemporary relevance, reflecting the rapid development of Chinese society and the evolving values of its people The extensive use of idioms in advertising also serves as a significant avenue for the creation of new vocabulary.
Advertising idioms are a dynamic form of established Chinese idioms, combining the pragmatic features of traditional idioms with specific characteristics suited for advertising 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 creativity.
To maximize advertising effectiveness, a significant amount 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; however, it can also lead to misunderstandings among the audience and affect language standards Therefore, it is crucial to adhere to the established norms when incorporating idiomatic phrases in advertisements.