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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