The Research Of Advertising Idioms

Adververtising is an important part of our lives and also an important manifestation of measuring the level of a regional economy. The realization of advertising effectiveness often depends on language in the expression-oriented., for 50% to 70% of advertising effects come from language.Language of course, is an national language, which determines the language used in advertisements must be taken into account various aspects such as the mode of thinking by customers, culture, psychology, moral values, customs, social systems and political beliefs. Creating advertising language should consider four aspects of customers social culture. That is, philosophy, thinking, moral concepts, the concept of life.For the differences of nation, history, geographical location, as well as material lives, every country has an unique culture. Every consumer grows up in a certain cultural environment and lives in a certain cultural environment. Its ideology is bound to put a deep cultural stigma, resulting in a different social psychology. Good quality advertising products and creative advertising work under an social and cultural background which is not contrary to local social customs, religious beliefs, values, culture, language, habits, social taboos,ect. Otherwise, advertising products in that particular area is possible of failure. Therefore, advertising creative men should be aware of social and psychological impact on consumer behavior in different areas in order to make advertising creative language fit and accepted effectively.Chinese language developed from the ancient classical Chinese to the modern Chinese for just one hundred year. However, the normal forming of modern Chinese is just a few decades. Known as the Chinese proverb of "living fossil", from the day it was formed, idiom has been reserved to the present as complete forms and complete meanings. Idioms have been known, used, and also reflect the social and psychosocial factors of Chinese users.Vis-à-vis sayings and two-part allegorical sayings, idiom has its own elegant and unique places viewing from the forming of idiom which is a part of a valuable comparison in Chinese language. We certainly do not want this form destructed, but in the new social history (agricultural society to industrial society, the changes in the business community) context, idioms must also choose their own ways to exist and develop. Advertising is nothing but a form of idioms choice.This is a conclusive paper. First of all, I sum up various articles which started to pay attention in the nineties and the phenomenon of "ad idioms ". The second part of the perspective from the linguistic idiom of the situation faced at this stage, as well as all reasonable factors of idioms appearing in the advertisement. Finally, I compared the ad idioms collected by myself in 2008 and in nineties. Depends on the first-hand materials, I proof my opinion, in view of the developing and dialectical perspective to the objective phenomenon.Whether from the perspective of advertising creativity or to the point of achieving development of advertising idioms, this is a good thing for each other. From the studies of advertising idioms in the beginning of nineties to now, I explore the value of advertising idioms, and it is an inevitable phenomenon for developing China to shape the characteristics of Chinese culture in the second journey.