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1、摘要广告业在近十几年的时间里得到长足的发展，从九十年代初以来，企业商家每年投入广告的费用大幅增加。然而在语言文字使用上却出现了一些问题，如滥用谐音双关语，存在各种语病，等等。这些问题是广告语刚刚开始兴起，专家学者们在推动广告语发展时所未能预料到的，而它们在不同程度上对语言的规范化产生了负面影响。本文对常见的几种广告用语不规范现象进行了简单分析，并提出了一些可行的对策。关键字：广告语言；规范；谐音双关语；成语AbstractDuringthelastdecadestheAdvertisementbusinesshasexperiencedrapidgrowt
2、handevolution.Sincethebeginningof90stheAdvertisingcompanieshavebeencontinuinginvestingmoreandmoremoney.Howeveritcameacrosssomeproblems,suchastheimproperusingofpartialtone,punning,grammaticalmistakes,andsoon.Thesearetheproblemswhichcouldnotbepredictedbytheexperts,whentheAdvertiseme
3、ntwasjustabouttorise,butitstillhassomesortofnegativeeffectsonthestandardizationoftheadvertisinglanguageindifferentlevels.Thispaperanalyzessomeofthecommonphenomenawhicharemadebythelackofstandardizationoftheadvertisinglanguage,andgivesasuitablewaytoimprovethem.Keywords：advertisingla
4、nguage；norm；symphonicpunning；idiomotherstaffoftheCentre.Duringthewar,ZhuwastransferredbacktoJiangxi,andDirectorofthenewOfficeinJingdezhen,JiangxiCommitteeSecretary.Startingin1939servedasrecorderoftheWestNorthOrganization,SecretaryoftheSpecialCommitteeAfterthevictoryofthelongMarch,
5、hehasbeentheNorthwestOfficeoftheFederationofStateenterprisesMinister,ShenmufuguSARmissions,DirectorofNingxiaCountypartyCommitteeSecretaryandrecorderoftheCountypartyCommitteeSecretary,Ministersand中国最大的论文知识平台www.lwxiezuo.com目录前言4第一章有关广告语言的管理规定4第二章广告语言中存在的不规范问题及简要分析5(一)滥用外文5（二）滥用谐音双关
6、语6（三）存在各种语病8（四）用字错误9（五）使用表示“最好、最高”义的词语9第三章改善广告用语不规范现象的对策10（一）加强对广告言字使用的研究10（二）讲究语言艺术，不忘诚信健康11结论12参考文献13致谢14otherstaffoftheCentre.Duringthewar,ZhuwastransferredbacktoJiangxi,andDirectorofthenewOfficeinJingdezhen,JiangxiCommitteeSecretary.Startingin1939servedasrecorderoftheWestNorth
7、Organization,SecretaryoftheSpecialCommitteeAfterthevictoryofthelongMarch,hehasbeentheNorthwestOfficeoftheFederationofStateenterprisesMinister,ShenmufuguSARmissions,DirectorofNingxiaCountypartyCommitteeSecretaryandrecorderoftheCountypartyCommitteeSecretary,Ministersand中国最大的论文知识平台ww
8、w.lwxiezuo.com广告用语不规范现象探析前言随着改革开放
