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发展社会主义市场经济，离不开广告这一独特的宣传形式。然而面对当前广告中大量套用成语的现象，却不能不引起语言学界乃至全社会的关注。本文从广告宣传的内容上初步探讨了成语的套用情况，并着重从词汇学意义和社会意义两个方面深入分析了成语套用的负面影响，以求能对这种现象有一个比较全面、清醒的认识，对成语的应用有一个正确、审慎的态度
The development of socialist market economy can not be separated from the unique form of advertising. However, in the face of a large number of idioms applied in current advertisements, they can not but draw the attention of linguistics and even the whole society. This article first explores the application of idioms from the content of advertisement and emphasizes the negative influence of idioms application from two aspects of lexicology and social significance so as to make it possible to have a more comprehensive and lucid Understanding, the application of idioms have a correct and cautious attitude