摘要
针对房产广告中频繁出现的异形词的产生、词义及社会反应等进行调查求证和分析讨论,得出这些词语产生的客观原因是广告语言对文字要求不严,主观原因则是广告界求新求异追求陌生化,同时社会大众主动求解心理和汉字形义紧密联系观念的潜移默化之影响而造成。提出应该利用异形词规范原则,对这些异形词进行规范,对广告从业者提出应自觉以审慎态度对待语言文字的建议,为社会用字规范提供调查依据。
In terms of the frequent appearance of the variant words in real estate advertisement, the paper does some investigations and analysis on the creating and the meaning of these words as well as the social reactions related. The reasons are made in two aspects ： objectively, it is because of no serious requirements for the advertising words ; subjectively, it is due to the pursuit of novelty in the field. At the same time, it is also ow- ing to the publics＇ active psychology to find out answers, and the effect of the closed relation between the form and the meaning of the characters. The paper puts forward that it should do normalization to these variant words under such principle, and provides suggestions to advertising practitioners that they should treat the lan- guage and the words in a cautious and deliberate way, thus making evidence for the normalization of words.
出处
《黑河学院学报》
2014年第4期83-86,共4页
Journal of Heihe University
关键词
平面媒体
房产广告
异形词
print media
real estate advertisement
variant forms of the same word
