广告语言应要求准确、鲜明、生动,便于记 忆又浅显易懂。眼下,各种传媒中的广告,小到吃 穿用行,大至招商引资,可谓包罗万象。这些广告中成语广告不少:“咳”不容缓(药品)、默默无“蚊”(蚊香)、“衣衣”不舍(强力肥皂)、“奔 马”当先(缝纫机)、百“文”不如一“件”(软盘)、“精城”所致(摩托车),等等,或谐音,或仿用,或直入,不一而足。不知是广告创意者的模仿还是广告间的相互影响,成语广告也大有一窝 Advertising language should be accurate, vivid and vivid, easy to remember and easy to understand. Right now, advertisements in all kinds of media, ranging from eating and drinking to attracting investment, can be described as all-embracing. There are many advertisements for idioms in these advertisements: “Cough” is not to be lashed (drugs), “Mosquito” is not silenced (mosquito coils), “Lvyi” is unwilling (powerful soap), “Running Horse” is first (sewing machine), 100 “Wen” It is not as good as a “piece” (floppy disk), “fine city” (motorcycle), etc., or homophonic, or imitative, or straight-in. I do not know whether it is the imitation of advertising creatives or the interaction between advertisements. There is also a litter of idiom advertisements.