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在经济全球化的今天,广告与成语的有机结合是历史的必然产物和语言精华。本研究以模因论和顺应论为基本理论框架,定性与定量分析相结合,探讨了汉语广告语中成语的运用,提出了广告语中成语模因成功传播所具备的五种属性以及从认知、情感、文化三方面分析此类广告语是如何得到受众的认可,从而达到一定的交际目的。
In today’s economic globalization, the organic combination of advertisement and idioms is the inevitable product of history and the essence of language. This study uses memetics theory and adaptation theory as the basic theoretical framework, combines qualitative analysis with quantitative analysis, explores the use of idioms in Chinese advertisement slogans and puts forward five attributes of idioms in advertisement slogans due to their successful dissemination. Knowledge, emotion, culture, three aspects of such advertising language is how to get the recognition of the audience, so as to achieve a certain purpose of communication.