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Step by step (step by step) Wine negative winning name (long lasting fame) Heavenly taste of wine (long lasting) Have a cup of wine without trouble (preparedness)

Turtle to come to no harm (don't come to no harm) A bright and amazing (a shocking hit) Nine wines to the ground (nine nine return to a single) Calcium world without a double (Gai Shi unparalleled)

Silence no mosquitoes (silent and unknown) Drinking and drinking famous (heh heh famous)

These advertisements are more typical of the advertisements for hairdressing lotions.

"Convinced by the mouth and convinced by the heart" as an idiom means "convinced by the heart and the mouth". Both "服" means "to admire", while the first "服" of the advertisement is "to take, to drink", so that the advertisement's meaning is "to take, to drink". The meaning of the advertisement is "drink it and admire it", which creates a kind of double interpretation effect of words here and meaning there, which makes people savor it.

"No fight, no acquaintance" originally referred to the hand-to-hand, fighting, each see the skills, mutual understanding, friendship more compatible. Here, the use of the word "fight" with the same shape and sound of the harmonic relationship, used in the typewriter, natural apt, subtle humor.

(2) the use of "color" method. "Easy color" is due to the need to express, temporarily change the emotional color of the words and phrases, the color of the language or the use of the scope, resulting in a humorous, funny mood. For example:

"Not a penny" (toothbrush advertisement);

"Three knives on both sides" (multi-functional chopper advertisement);

"A hole in the ground" (camera ad).

"Not a penny" This describes a person who is extremely stingy and selfish, and whose interests are not touched by his or her own. It literally means "not even a hair of sweat is pulled out", which is a pejorative idiom. This is a pejorative idiom, but the use of the literal meaning of the composition of "a toothbrush hairs can not be pulled down" meaning, praising the toothbrush strong and durable, from the derogatory to positive, ingenious, amazing.

The idiom of "two faces, three knives" is a metaphor for a man who plays both sides of the fence, and is pejorative, and is used in a metaphorical sense. Here the use of literal meaning, emphasize the function of the chopper, from derogatory to positive, humorous and interesting, listen to the unforgettable.

(3) the use of "other interpretations" method.

The use of vocabulary, grammar and other means to temporarily give the word a new meaning of the method called aliasing. Many advertisements are the use of the method of interpretation, so that some idioms lose their original meaning, only the use of its surface meaning to give the word a new meaning. Such as the aforementioned "not a dime a dozen", "two sides of three knives", and "out of the ordinary" (diamond watch advertisement), as an idiom, it means: to start to do something to show the The idiom of "to be extraordinary" means: to show one's ability when one starts to do something. Here, however, its literal meaning is utilized and interpreted as "reaching out, different from the ordinary". Give people a refreshing feeling.

(4) the use of "simulation".

In recent years, a large number of advertisements appear in the use of idioms, most of the use of the "simulation method". But because of the use of improper, so that people are at a loss, feel that it has become a kind of word pollution, shouted the slogan of the fight against counterfeiting, and even the official also came out to stop.

Chinese idioms do have its new side of the rumor, and the traditional sense of the imitation of the law compared, there are really unique, the following to be pointed out its new side.

"Popularization" ----→"Niche" "white-haired woman" ----→"white-haired man"

"Assertiveness" ----→"Otherness"

"High Talent" ----→"Low Talent"

" Diplomat" ----→"Internal Diplomat"

"Star " ----→"dark star"

The above are antimetaphors with opposite or relative meanings.

"florist" ----→ "haymaker"

"Humanitarian" ----→ "Maddoxist"

"Inch Yin" ----→ "Minute Yin"

" 唐有才" ----→ "salt has talent"

The above are paronomasms with similar or related meanings.

The riffing of idioms has been different from these. The author defines it as the use of harmonic or semantic relationships, the extraction of a word or element in an idiom or common saying, resulting in a "new", mutually reflective effect of double interpretation.

For example: "fast cure population" (mouth disease medicine advertisement), people clearly feel that it is in imitation of the idiom "popular population", in which the word "fast" and "cure" are replaced. The words "fast" and "cure" in the advertisement clearly imitate the idiom "脍炙人口", in which the words "fast" and "cure" are the same as "脍" and "炙" in the original idiom respectively. The meaning of the word has been changed to: it can cure the inflammation in people's mouths very quickly, emphasizing the quickness of its healing effect. Moreover, when people read aloud and understand "快治人口", the pronunciation and meaning of the original idiom "脍炙人口" (a delicious food that everyone loves to eat, and a metaphor for a good poem or thing that is praised by everyone) also appear, playing a kind of mutual contrast, correlation, and intimacy.

This phenomenon has long appeared in language practice, but the theory of the book less mentioned, emphasizing more semantic imitation, so the author of this rhetoric is now called "harmonic imitation".

Of course, the semantic imitation caused by utilizing the semantic relationship of words is also used in advertisements. For example, the advertisements of "six gods have their own masters" (six god pills advertisement words) and "cleverness doesn't have to be overwhelming" (hair growth agent advertisement words) are the reverse of the idiom of "six gods have no masters", The two advertisements are antonyms of the idioms "six gods and no masters" and "smart as hell" respectively. The use of antonymic connection, that is, "no" and "have", "top and do not have to top", resulting in a sense of freshness. The first time I saw this, it was a very good idea to have a good time.

Imitation method if used properly, can indeed play an unexpected rhetorical effect, but with good, by no means easy, do not rack your brains and think hard, it is difficult to turn out to be a good words. At present, despite the advertisements with more, but with the indiscriminate, memorable not much, most of them are a waste of words. Such as the following parody advertisements with unsuccessful:

"Burn" better (slightly better)

"Turtle" to unhurt (don't come unhurt)

"Calcium "Sweat" (lifelong no regrets)

Nine "wine" to one (nine nine to one)

At present, there are many excellent advertising words, the use of a variety of methods, here only on the use of idioms to do a brief analysis, other cases in the The other cases are not discussed here.