【摘要】 广告中成语的仿词现象非常普遍,从语言学的角度看,广告仿词带来的影响有利有弊。对待广告中成语仿词的利与弊,目前有两种倾向:一种是看到广告仿词带来的各种有利影响而全盘肯定,另一种是看到广告仿词的负面影响而全盘否定。实际上,这都是一叶障目,不见泰山,对语言的理论发展和实践应用十分有害。广告仿词的综合效应是利大于弊,对于其导致的不利影响,应通过积极引导来减少和弥补。更多还原

【Abstract】 Nowadays nonce words are becoming widely popular in advertising. At present, some people completely approve of these uses because nonce words in advertising can benefit the development of linguistics. However, some others fully disapprove of these uses in view of many disadvantages brought by nonce words in advertising. In fact, the attitudes above are going to two different extremenesses result in doing harm to linguistics. As a whole, the total effects of nonce words in advertising are more advantages than disadvantages. In order to decrease and remedy the disadvantages, what we can do is to lead nonce words to develop in the right direction.更多还原