今天,当我们打开电视、翻开报刊时,都可听到、看到许多号称“出奇制胜”的广告语。广告制作者为了达到“创新”的宣传效果,“果断”地拿起了手术刀对成语进行改头换面,利用谐音字偷梁换柱,并将这种作法美其名曰“成语新编”。如“刻不容缓”变成了“咳不容缓”(止咳药广告),“无微不至”变成了“无胃不治”(胃药广告),“一鸣惊人”变成了“一明惊人”(眼药广告),“别来无恙”变成了“鳖来无恙”(鳖精广告),“久负盛名”变成了“酒负盛名”(酒广告),“默默无闻”变成了“默默无蚊”(蚊香广告)等等。诸如此类的广告语,可能给人留下了较深的印 Today, when we turn on the television and open the press, we can hear a lot of slogans, which we call “surprise winners.” Advertising producers in order to achieve “innovation ” publicity effect, “decisively ” to pick up the scalpel to make up for the idiom, use homophonic word forgery, and this practice beautiful name “idioms ”. “(Cough medicine ads), ” every possible way “has become ” stomach without stomach “(stomach drug ads), ” Blockbuster “becomes ”A surprising “ (eye drug advertising), ”Do not come aback “ became ”turtle to unharmed “ ”(Wine advertising), “ unknown ”has become “ silent mosquito ”(mosquito coils advertising) and so on. Advertising slogans such as these may give a deeper impression