词汇是语言中最活跃的因素,变异的目的是为了更好地表情达意,塑造产品形象。广告词汇的变异用法表现在结构和语义两个方面。
广告词结构上的变异用法,可归纳为以下几种:
指构词成分临时失落,包括合成词失落语素和词组失落词。这种失落,完全是临时性的,很难说有什么规律,但联系上下文脱落构成成分后的词或词组,它所表达的意思仍然清楚明白,不会使人误解。
例如:助您一臂。(借贷公司广告语)一臂用成语一臂之力指不大的力量,用以表示从旁帮一点忙。一臂之后失落了助词之和名词力。
指换掉原词语中的构成成分,使之成为新的结构。可以易换词中的语素,也可以换词组中的词,这种变异用法在广告语中很普遍。例如:大石化小,小石化了。(药品广告语)更换成语大事化小,小事化了中的事为石,指出产品的功效。
指将词语破开来用,即将多音节单纯词破开来用,广告语中的离析音节,一般用于宣传品牌。例如:农宝,农宝,农业增产之宝。(农业保险广告语)
指颠倒词语的原有排列次序,这种颠倒看似无意实则有因,往往有特殊的表达效果。例如:口服心服。(矿泉水广告语)是心服口服的颠倒,前“服”是服用的意思,后“服”是佩服的意思。
词义包括理性意义和色彩意义。理性意义是词义中同概念有关的意义部分,它是词义的主要部分;色彩意义是附着在理性意义上面的,是一种附属义。
①一词关涉几义。词往往是多义的,如果在同一语境中让一个词同时具有几种理性意义,而又不致产生歧义,这便是变异用法。例如:格力电器,创造良机。(格力空调广告语)良机有二义:产品销售的)良好时机和(性能)良好的电器。
②取用字面意义。只取字面意义,而置实际含义于不顾,便是变异用法。例如:明察秋毫。(眼镜广告语)
③赋予词语临时意义。顾名思义,这种临时意义不是词语本身固有的,而是使用词汇的语法的、修辞的手段别解词语而临时外加上去的新义。例如:足以自豪。(皮鞋广告语)脚可以自豪或“脚值得自豪的意思。
①感情色彩的变异。指有意使词语的感情色彩发生临时性的变化,以传递特殊的信息,表示特殊的感情。例如:家中自有温情一片。(取暖器广告语)
②语体色彩的变异。表现在变域用词上,大量借用其它语体的词汇来推介产品,将这些词用于它们从没有涉及的领域,因而使它们的适用范围发生了翻天覆地的变化。例如:呵护肌肤。旁氏另有新意。呵护是口语词,是保护的意思。
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