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我国广告事业伴随改革的深入、经济的发展蒸蒸日上,迎来了一片欣欣向荣的景象,广而告之的语言是广告中的核心组成部分,也进入千家万户,时时影响着我们每个人的生活消费观念。一些商家为了将这一营销手段用好,就在广告语言上大做文章。这种现象,对我国语言文字的发展、改革和创新起到了重要的作用。应用一定语言表达和表现手法的广告语言,受到人们的青睐,这样的广告语言具有双重作用,不仅对该产品的营销起到了推动,而且也发展中国的语言文字。当然,一些商家为了哗众取宠,往往在广告语言上故弄玄虚,这部分广告语言虽有新意,但他们在语言的语音方法、语言的语义方面和语言的表现手法等方面出现了诸多问题,严重违反了国家通用语言文字法以及其他相关规章制度。下面笔者就这方面的内容,结合自己多年的观察和研究与各位同仁商榷。
With the deepening of reform and the rapid development of economy in our country’s advertising business, ushered in a thriving scene. The widely advertised language is a core component of advertisements and has also entered every household. It affects everybody’s daily consumption Concept. Some businesses in order to make good use of this marketing tool, advertising language in the big fuss. This phenomenon has played an important role in the development, reform and innovation of our languages. The use of certain language expressions and expressions of advertising language, by the people of all ages, such an advertising language has a dual role, not only for the marketing of the product has played a catalytic role, but also the development of Chinese language. Of course, some merchants, in order to make their grandstanding, often make a fool’s eye on the advertising language. Although some of these advertising languages have new ideas, many problems have arisen in the aspects of the phonetic method of language, the semantic aspects of languages and the ways of language expressions, Universal language law and other relevant rules and regulations. The following author in this regard, combined with his years of observation and research with my colleagues to discuss.