1. Sauce is famous for its traditional taste.
-Pickle advertisement
2. "Face" is a new aspect.
-Instant noodle advertisement in Taiwan Province Province.
3. Patients with gastric diseases should be treated in four directions.
-Sifang stomach tablet advertisement
4. If the disease cannot be cured, where does the smile come from? -Huasu tablets can cure people quickly.
-Huasu movie advertisement
Example 1 The idiom "I will be successful" has been changed with homophonic; Example 2 uses the ambiguity of the word "noodles" to deduct goods skillfully; Example 3 The word "ambition" in the idiom "ambition in all directions" is changed to homophone, which highlights the product function of advertising concisely and clearly; By using the homonym of the idiom "popular", the characteristics of this medicine are skillfully described, which gives people a refreshing feeling.
They are all homonym variants, and there are also near-sound variants. For example:
The cake is great, sweet and crisp-Dudley cookies.
-Dudley biscuit advertisement
Meijiajing-poverty is "gold".
-Hair styling mousse advertisement
The similarity between "cake" and "Ming" makes "a cake is amazing" a homonym of "blockbuster"; The similarity between "gold" and "essence" makes "striving for gold" a homonym of "striving for perfection", and both cases leave a deep impression on people.
Homophonic advertisements play a very important role. "
First of all, use homophony to highlight the brand name of goods. For example:
1. A wide range of products will bring you glory.
-Guang Guang brand silk advertisement
If you have a successful job, you will succeed.
-Chenggong brand loading advertisement
3. Charming suits increase men's charm.
-Murray suit advertisement
4. If you are rich, you must have manners.
-Fengdu brand glasses advertisement
In example 1, the brand name "Kuang Guang" is homophonic with "Ceng Guang", the brand name "Success" is homophonic with "Success" in example 2, the brand name "Beauty" is homophonic with "Charm" in example 3, and the brand name "Grace" is homophonic with "Grace" in example 4. Because of homophonic, it highlights the brand name and deepens consumers' impression of the brand.
Secondly, the use of homophonic can highlight the quality and performance of goods. For example:
1. "Idle" wife and good mother.
-×× brand washing machine advertisement
2. China Telecom, a thousand miles of "sound" is a line.
-International long-distance telephone advertising
Tianjia adds confidence to your career.
-Tianjin Canon copy equipment advertisement
The word "leisure" in example 1 is homophonic with the word "xian" in A Good Wife and a Good Mother, the word "sound" in example 2 is homophonic with the word "marriage" in a thousand miles, and the word "Tianjia" in example 3 is homophonic with the word "Jia". It's interesting to read.
The most important thing is to use homophones to increase the sense of humor in advertisements, so that consumers will never forget them. For example:
1. "Spot" early, don't leave "pox".
-×× Cosmetic advertisement
It is our happiness to step on us.
-Advertise only tiles.
3. The air should also be "excellent".
-Tebon ventilator advertisement
In example 1, "off duty" and "check in" are homophonic, in example 2, "stepping on" and "just moving" are homophonic, and in example 3, the company name "Tebon" is homophonic. It can be described as homophonic, and all reveal humor.
In the new century, with the development of economy, the advertising industry is also showing a thriving situation, and advertisements in various media are overwhelming, and businesses are also trying their best to make their advertising language different. I don't know when it started. It has become a new idea for many businesses to adapt idioms, slang and common sayings into advertising language by using the homophony of Chinese characters. After the idiom was changed, it repeatedly appeared in various media, such as "binge drinking, casual bathing, silence and no mosquitoes" and so on. Whether this practice is appropriate or not has aroused great repercussions from all walks of life, and opinions vary. Some people think that this change is original, conforms to the image characteristics of products, can leave a deep impression on consumers and enrich the language of the motherland. Some people think that such abuse of idioms is not conducive to the healthy and civilized development of language and will have negative effects. Of course, as a language and art, advertising language allows innovation. In addition, Chinese characters, as square characters, are pictographic and fluent. When a word is put there, it will cause a lot of associations of form and meaning, which are not found in alphabetic characters. Moreover, the new use of old words, the renovation of old words, the extension or change of meaning, or the creation of new meanings on the basis of the original are both allowed and commonly used in Chinese. It is these characteristics of Chinese characters that make China's language and culture.
So how do you look at this problem? In fact, this is not a new phenomenon. Homophony has long been widely used in language expression. If used well, unexpected expressive effects can be obtained, such as "Spring silkworms can weave until they die", "Jia Yucun" and "Wan Yan drinking together" in A Dream of Red Mansions, which left a deep impression on people. Of course, some changes can be made to the idioms in advertisements, which will also have unexpected effects, such as "Don't give up your clothes" in clothing advertisements, "Drink every mouthful" in drinks, "Cure the population quickly" in China movie advertisements, "Take the lead" in Yellow River refrigerator advertisements, and "Stove" advertisements.
However, if you blindly cater to some people's vulgar and curious mentality, change idioms indiscriminately, or even make them unrecognizable, resulting in confusion in language use, it may cause great harm to the language. First, some phrases that have been fixed for many years will change accordingly. For example, the slogan of Fenjiu, "If you drink Fenjiu, you must drink Fenjiu", almost makes us lose sight of the original idiom. Secondly, mixing some unhealthy things will have an impact on social civilization. For example, the slogan of a paint is "lascivious paint"; There is also an advertisement for men's products, "Men strive for self-improvement under their legs"; A brand of hemorrhoid medicine advertised "no fear of hemorrhoids". Third, it has a great influence on Chinese teaching in primary and secondary schools. Some students even shouted the slogan of "Idiom Counterfeiting", because there are many idioms in students' homework: "What are you afraid of? You will get hemorrhoids. You can't wait to cough. You will enjoy riding with wine." When answering the teacher, you can plausibly say, "It's all in advertisements." Let the teachers laugh and cry. If this really goes on, it will lead to the development of language in a very bad direction, resulting in the nonstandard Chinese, and at the same time, it will also make consumers psychologically bored and have the opposite effect.
Therefore, homophonic advertising words should be treated in two ways, distinguish the advantages and disadvantages, actively guide and use them reasonably, so as to make this unique Chinese language phenomenon develop positively and healthily.
A test in Qianmen Primary School gave a positive answer. When 30 fifth-grade students corrected 37 homophonic advertisements, not only none of them were right, but also many students corrected their mistakes on the basis of homophonic advertisements. This test was jointly conducted by the social news editing center of our newspaper and Qianmen Primary School. This school is a high-quality school in Chongwen District with good teaching quality. The tester listed 37 homophonic advertisements, including 40 typos, and asked 30 students to correct them. Results 17 people found more than 30 typos, 13 people found less than 30 typos, and at least 2 1.
Li Yan, the head teacher and Chinese teacher of these 30 students, said that by the fifth grade, most of the idioms involved in homophonic advertisements had been touched by students. Because children spend most of their time watching TV when they get home, advertisements have a great influence on children. Many students can recite advertising words fluently, for example, "On a talkative day …". They can't correctly distinguish the wrong words in homophonic advertisements, so they should be misled by advertisements.
According to the test, homophonic advertisements mislead primary school students in three aspects. First, the basis of some primary school students' error correction comes from homophonic advertisements, and the more they change, the more wrong they become. One third of the students changed "no shoes to reach" to "no leaks to reach"; Twenty students changed "cover is indispensable" to "calcium is indispensable". Obviously, the former is misled by laxative advertisements, while the latter is based on homophonic advertisements about calcium tablets. Second, influenced by homophonic advertisements, they turn a blind eye to homophonic wrong idioms. Half of the students didn't make any corrections when they saw such things as "Cough can't be delayed", "Unique", "Idle wife and loving mother", "Riding happily" and "Taking a bath at will". Third, I misunderstood the original intention of homophonic advertisements. Do you have a second room? This is a real estate advertisement, the original intention is whether there is a second house. But several girls asked what this meant, and several boys snickered and said, go back and ask your father.
Qian Hongshi, principal of Qianmen Primary School, said that there are many homophonic advertisements now, and primary school students are preconceived. Even after teaching correct idioms and word combinations, it is difficult to correct them. Relevant departments should control homophonic advertisements from the height of purifying the language of the motherland.
Excerpted from Beijing Daily on March 26th, 2003 1. Looking for clothes outside, looking for clothes inside —— Advertisement of 92 Nanjing Clothing Trade Fair
This example uses the idiom "I am eager to see through" twice, in which the original meaning is used in front, indicating that I am eager to see through my eyes; And the word "wear" is put in quotation marks, which means to put clothes on your body. The effect of advertising by changing the meaning of a morpheme in an idiom like this is good. Similarly, the following examples also make good use of the way to transform the semantics of idioms:
2. Starting from scratch-an advertisement for a lime factory
The original meaning of "starting from scratch" is "empty-handed". It is very clever to use "white" to advertise for lime plants here.
3. All-encompassing-an advertisement for a dumpling restaurant
"All-inclusive" originally means nothing, that is, it contains all the meanings of things, in which "package" means "included in it". This advertisement is used to refer to Bao Jiaozi's "Bao", which makes the semantic connection of this polysemous word reasonable.
4. Ask for it-an advertisement for a Chinese medicine shop
The original intention of this idiom is to get yourself into trouble. As a unique Chinese medicine in world pharmacy, there has always been a saying that "a good medicine tastes bitter and is good for the disease". So if you are sick, you should use Chinese medicine well. Good Chinese medicine is bitter, and patients are of course willing to "ask for it."
5. Live up to its reputation-a pawn shop advertisement
The pronunciation of "deserved" is dānɡ, which means to bear, and the whole idiom means to bear some honor or title; The "pawn" here is changed to dànɡ, which means borrowing money from a pawnshop with something as collateral, which is a pawn of a pawnshop. Although the pronunciation is different, the word forms are exactly the same, so the method of making advertisements by using the pronunciation difference of some words in idioms is also worthy of recognition.