What are the development forms of traditional media advertising creativity in the multimedia era?

Idioms enjoy a high reputation in today's social communication because of their long history. Therefore, under the impact of the tide of market economy, many advertisers invariably extend their tentacles to the pure idiom family, and give the idiom \ \ "marriage \" to advertisements, such as \ "well-dressed \" clothes, fun motorcycles and silent mosquito repellent devices \ ". As a result, idioms, which are typical of China's cultural atmosphere, began to be tainted with the smell of copper. The majority of primary and secondary school students are misled to learn and remember "advertising terms" as "an extended idiom dictionary", which leads to the failure to accurately inherit and spread China culture.

The Measures for the Implementation of the Law on the Common Language and Characters of People's Republic of China (PRC) in Hainan Province was deliberated and adopted at the 16th meeting of the Standing Committee of the Fourth National People's Congress of Hainan Province, and was implemented on June 5438+ 10 this year. The "Measures" stipulate that typos, traditional characters, obsolete variant characters and simplified characters shall not be used in advertisements, and homophones shall not be used to tamper with idioms. However, this is only a rule. Many media advertisements have not been cured, which leads many students to misinterpret the meaning of idioms. Obviously, when the environment we live in is full of homophonic idioms, it will not only have a bad influence on the learning and growth of young people at school, but even affect the judgment of adults. If this situation is allowed to spread, the tampered idioms will be more deeply rooted in the hearts of the people, and the idioms will lose their original rich meanings. Isn't it a waste of valuable knowledge?

So I am not suitable for tampering with idioms in advertisements, at least I don't advocate it. After all, the originality of advertising is not the only way to tamper with idioms.