1. "Sauce" is famous for its traditional flavor.
-Advertising for sauces
2. "Noodles" is the new Dacheng noodles.
-Taiwanese Instant Noodles Advertisement
3. Gastroparesis patients are "cured" in "four directions".
--Square stomach tablets advertisement
4. If the sick mouth is not cured, how can the laughing mouth come?
Square Stomach Tablet advertisement
4.
--Huasu Tablet Advertisement
Example ① is a homophonic change of the idiom "将名名门"; Example ② uses the ambiguity of the word "面", which is a clever way to hold the commodities; Example ③ will be the idiom "ambition in all directions" in the "Zhi" made homophonic changes, concise and clear to highlight the product features of the advertisement; Example ④ borrowed "popular" this idiom of harmonics, cleverly describe the advertisement The advertisement is a clever description of the characteristics of the drug, which is ingenious and gives people a refreshing feeling.
The above are all homophonic variations, as well as near-sound variations. Examples are as follows:
An amazingly sweet, thin and crispy cookie - Dudley's cookies.
-Advertisement for Dudley's cookies
Mecca - Lean for Gold.
-Advertisement for hair styling mousse
Example 1: "饼" and "鳴" are close to each other, making "一饼惊人 "to become a" one hit amazing "harmony; example ②" gold "and" fine "close to the sound, so that" lean seek gold "Both examples leave a deep impression on people.
The role of harmonic advertising is very big"
First of all, the use of harmonies to highlight the brand name of goods. For example:
1. Zengguang products, for your glory.
--Seng Guang brand silk fabrics advertisement
2. Have Cheng Gong, will be successful.
--Chengong brand loading advertisement
3. Merry suit, increase the charm of men.
-Advertisement of Merit brand suit
4. With Fondo, you will have style.
--Fengdu brand eyeglasses advertising
Example ① of the brand name "Shing Guang" and the "light" harmonized, example ② of the brand name "Cheng Gong". "Cheng Gong" and "success" harmonized, example ③ of the brand name "Mei Li" and "charm" harmonized, example ④ of the brand name "Fengdu". The brand name "Fengdu" in example (3) is harmonized with "charm", and the brand name "Fengdu" in example (4) is harmonized with "demeanor". Because of the harmonization, the brand name is highlighted, which deepens consumers' impression of the brand.
Secondly, the use of harmonies can highlight the quality and performance of goods. Such as:
1. "Idle" wife and mother.
--×× brand washing machine advertising
2. China Telecom, thousands of miles of "sound" a line.
--International long-distance telephone advertisement
3. Tianjia adds confidence to your business.
--Tianjin Canon copying equipment ads
The word "idle" in example ① harmonizes with "賢" in "賢" in "賢妻良母", and the word "音" in example ② harmonizes with "" in ""音" in "". "sound" and thousands of miles of marriage in the "marriage" harmonic, example ③ of the "Tianjia" and "add" harmonic. It's fun to read.
The most important thing is to use harmonics to increase the sense of humor in advertising, so that consumers will never forget. Such as:
1. Get off the "spot" before it's too late, don't leave the "pimple".
--××Cosmetic ads
2. We are the only ones who are happy when we are trampled under our feet.
-This is an advertisement for floor tiles
3. The air must be "superb" too.
--Teppan's advertisement for air-exchangers
Example 1: The words "下斑" and "下班" harmonize with "下班", and the words "痘留" and "痘留" harmonize with "逗留". In example ①, "下斑" is harmonized with "下班", "痘留留" is harmonized with "留留", "踏在" in example ② is harmonized with "才载", and in example ③, the company name is harmonized with "特邦". The company name "Tebang" in example (3) is harmonized with "Tebang". Can be described as a wonderful use of harmonies, all show humor.
Entering the new century, with the development of the economy, the advertising industry also presents a thriving situation, a variety of media above the advertisements all over the place, businessmen also try their best to make their own advertising slogan is different. I don't know when it started, the use of Chinese characters of the harmonic adaptation of idioms, slang, common sayings and other common phrases into advertising, has become a new idea that many businesses enjoy, idioms have been changed after the repeated appearances in the media, such as "Drinking with pride, with the bath, silent mosquito," and so on. The appropriateness of this approach, but also once caused a great deal of reaction from all walks of life, mixed reviews. Some people think that such a change is not only original but also in line with the image of the product characteristics, can give consumers a deep impression, while the language of the motherland is also a kind of enrichment; some people think that this abuse of idioms is not conducive to the development of a healthy and civilized language, but also will produce a negative effect. Of course, as a kind of language and art, advertising slogan is allowed to be innovative. In addition, as a square script, the biggest feature of Chinese characters is that they are pictograms and ideograms, a word put there will cause a lot of associations of shape and meaning, which is not available in alphabetic scripts. Moreover, the new use of old words, the renovation of old phrases, the extension of semantics or the change of the original meaning or the creation of new meanings on the basis of the original ones, which are both permitted and commonly used in the Chinese language, are the very features of Chinese characters which make Chinese language and culture to be enriched and enriched. It is these characteristics of Chinese characters that enable Chinese language and culture to be enriched and developed.
So how to look at this problem, in fact, this is not a new phenomenon, harmonic expression in the language has long been widely used, if used well can receive unexpected expression effect, such as "spring silkworms to the death of the silk side of exhaustion", "Dream of the Red Chamber" in the "Jia Yucun ", "Ten Thousand Colors in the same cup", have left a deep impression on people. Of course, advertisements can also be appropriate to make some changes to the familiar language, the same will also receive unexpected results, such as clothing advertisements in the "'clothes' do not give up", beverage category "have a mouth all cup'", Huasu tablet advertisement "'fast' 'cure' population", Yellow River refrigerator advertisement "lead 'fresh' step", stove appliance advertisement "'burn' better" and so on. Shape and God, colorful ads are both warm and elegant, full of personality characteristics, reflecting the affinity of goods, closer to the distance between customers and businesses, rich in advertising terms, giving people a refreshing feeling.
But if we are bent on catering to the vulgarity and curiosity of some people's mentality and the idioms are changed, and even make it look completely different, resulting in confusion in the use of the language, then there may be a great deal of harm to the language. For one thing, some phrases that have been fixed for many years will be changed as a result. For example, the advertising slogan of Fen Liquor, "Drinking must be Fen, Fen Liquor must be drunk", almost makes us lose sight of the original idiom. Secondly, some unhealthy things are mixed into it, which brings impact to the social civilization. Such as some kind of paint advertising slogan "good color coating"; there is a male products advertisement "male 'crotch' self-improvement"; a certain brand of hemorrhoid medicine advertising slogan for the A brand of hemorrhoid medicine is advertised with the slogan "There is no fear of hemorrhoids". Thirdly, it has a great impact on the teaching of Chinese in primary and secondary schools, and some students even shouted the slogan "Idiom Fighting Fake", because such idioms appeared many times in the students' homework: "No fear, hemorrhoids in the must, coughing not to be delayed, the sky tastes the wine, joy in the ride". And in response to the teacher, they said, "That's what's in the commercials." It makes the teachers laugh and cry. If this really goes on, it will lead to the language to a very bad direction, resulting in the non-standardization of the Chinese language, but also let the consumer from the psychological boredom, play a counterproductive role.
So we should look at the harmonic advertisement words in two ways, distinguish the advantages and disadvantages, and guide them positively and use them reasonably, so as to make this linguistic phenomenon unique to the Chinese language develop positively and healthily.
A test done at Qianmen Elementary School gave a positive answer: 30 fifth-graders corrected 37 harmonic advertisements, and not only did none of them get it right, but many of them did so on the basis of the harmonic ads. The test was conducted by the newspaper's Social News Editorial Center in collaboration with Qianmen Elementary School, a high-quality school in Chongwen District. This school is a high-quality school in Chongwen District, the quality of teaching is good. The tester listed 37 harmonic advertisements containing 40 misspelled words and asked 30 students to correct them. As a result, 17 found more than 30 misspellings, 13 found less than 30, and the least found only 21.
Li Yan, the class teacher and language teacher for the 30 students, said that by fifth grade, most of the idioms involved in the harmonic ads had been touched by the students. As the children go home and spend most of the time watching TV, the ads have a great influence on the children, many students can fluently memorize the words of the ads, such as "the day of the amount of ......" on the harmonic ads in the wrong words can not be correctly distinguished, it should be said to be ads by the Misleading.
According to the test, the harmonic advertisements mislead elementary school students in three aspects. First, some elementary school students correct their mistakes based on the harmonic ads, and the more they correct, the more mistakes they make. One-third of the students changed "no shoes can be reached" to "no leak can be reached"; 20 students changed "cover can't be missing" to "calcium can't be missing". ". Obviously, the former was misled by the laxative advertisements, and the latter was based on the harmonic advertisements about calcium tablets. The second is affected by the harmonic advertisement, and ignore the harmonic error idioms. Half of the students saw "cough can not be slowed down", "unique a leather", "idle wife and mother", "ride the endless joy", "Bath as you wish" and so on, have not given corrections. Thirdly, the harmonic advertisements are wrongly understood. "Do you have a second home"? This is a real estate advertisement, the original meaning is to have a second home. But several girls asked what it meant, and a few boys snickered and said, go back and ask your dads.
Qianmen Primary School principal Qian Hongshi said that more harmonic ads, elementary school students preconceived ideas, even if the correct idioms and phrases are taught in the future, correcting them will take a lot of effort. The relevant departments should manage the harmonic advertisements from the height of purity of the motherland's language and writing.
Transferred from Beijing Daily, 2003-3-26 1. Outside the eyes, inside the eyes to "wear" - 92 Nanjing wearing goods will be evaluated in the advertisement
The example of the two times to take advantage of the The idiom of "to look through the eyes to see through" is used twice, in which the first one is used in its original sense, which means to look through the eyes in the hope of seeing through the eyes; and the second one is used to put the word "through" in quotation marks, which means to put the clothes on the body. This is a good way to advertise by converting the meaning of a morpheme of an idiom. Similarly, the following examples of the use of idioms to convert the semantics of the way is also quite good:
2. white hand to start a family - a lime factory advertisement
"White hand to start a family" of the "white hand
The original meaning of "white hand" is "empty hand", but here the word "white" is borrowed to advertise a lime factory, which is very clever.
3. All-inclusive - a dumpling restaurant advertisement
"All-inclusive" originally meant that there was nothing that was not included, that is, it embraced the meaning of the whole of the thing, of which the "package" means "all-inclusive". The fact that this advertisement uses the word "bao" to refer to the word "dumpling" makes the semantic connection of this polysemous word very reasonable.
4. To make oneself suffer -- an advertisement for a traditional Chinese medicine store
This idiom refers to making trouble for oneself, but for traditional Chinese medicine, which is a unique feature of the world's pharmacology, there has always been the saying that "a good medicine tastes bitter and is good for the disease," so one should use good traditional Chinese medicine if one is ill. If you are sick, you should be treated with good Chinese medicine. Good Chinese medicine is bitter, and the patient is certainly willing to "make himself suffer".
5.Deserved - an advertisement for a pawnshop
"Deserved" is pronounced dānɡ, meaning to bear, and the whole idiom means to be able to bear a certain honor or title. The whole idiom means to bear some kind of honor or title; while here "当" changes to dànɡ, meaning to borrow money from a pawnshop by using something as collateral, which is the "当" of "pawnshop". Although the pronunciation is different, but the word form is exactly the same, so the use of idioms in the pronunciation of certain words on the difference to produce advertising method is also worth affirming.