谐音成语应用利弊谐成语应用利弊.doc

淮北师范大学 论文分类号： 2013届学士学位论文 浅析广告语言中谐音成语应用的利与弊 系别、专业 文学院09级对外汉语（师范) 研 究 方 向 语言学 学 生 姓 名 徐常春 学 号 20090104041 指导教师姓名 刘艳丽 指导教师职称 讲师 2013年 5月 6日  浅析广告语言中谐音成语应用的利与弊 摘要：近年来，学术界关于谐音成语在广告语言的应用中所产生利处和弊处的讨论一直没有停止。本文首先分别介绍了谐音修辞的发展以及成语的特点，在掌握了大量谐音成语在广告语言中应用的实例后，本文分析了谐音成语产生和发展的必要性以及在广告语言中得以应用的合理性，也分析了其应用可能带来的负面影响及化解负面影响的方法，希望借此推动语言的健康发展。 关键词：广告语言 諧音成语 利弊 The Advantages And Disadvantages Of Homophonic Idiom’s Applications In Advertising Language Abstract ：Recently， the discussion about the advantages and disadvantages of homophonic idiom’s application in advertising language isn’t stop in academic world . Everything has its good and bad sides. Firstly，this thesis is to talk about the development of homophonic rhetorical and the characteristic of idiom separately，after a great amounts of examples have been mastered，the thesis is to analyse the necessity of homophonic idiom’s emergence and development ， the rationality that they can be applied in advertising language，and it is to analyse the negative effects they may bring about and the ways to resolve the effects ，I hope it can promote the healthy development of language. advertising language；homophonic idiom ；advantages and disadvantages 2