现在的汉语广告中有很多都用到了外来词,尤其是近年内出现的新型外来词。它们形式灵活多变,与汉语固有词汇的连接俏皮生动,通过不同手段达到了感染大众、促进消费的功用,因此具有很强的文体效应。本文通过大量例子分析广告中字母外来词的使用效果,探讨有关对其进行规范的问题。 Many Chinese advertisements now use loanwords, especially the new loanwords that have emerged in recent years. They are flexible and flexible in form. The connection with the inherent Chinese words is playful and vivid, reaching the function of infecting the public and promoting consumption through different means, and thus has a strong stylistic effect. This article analyzes the use of alphanumeric characters in advertisements through a large number of examples and discusses the issues about regulating them.