Homophonic advertising language

1. Looking for clothes outside, looking for clothes inside-advertisement of 92 Nanjing Clothing Trade Fair

This example uses the idiom "I am eager to see through" twice, in which the original meaning is used in front, indicating that I am eager to see through my eyes; And the word "wear" is put in quotation marks, which means to put clothes on your body. The effect of advertising by changing the meaning of a morpheme in an idiom like this is good. Similarly, the following examples also make good use of the way to transform the semantics of idioms:

2. Starting from scratch-an advertisement for a lime factory

The original meaning of "starting from scratch" is "empty-handed". It is very clever to use "white" to advertise for lime plants here.

3. All-encompassing-an advertisement for a dumpling restaurant

"All-inclusive" originally means nothing, that is, it contains all the meanings of things, in which "package" means "included in it". This advertisement is used to refer to Bao Jiaozi's "Bao", which makes the semantic connection of this polysemous word reasonable.

4. Ask for it-an advertisement for a Chinese medicine shop

The original intention of this idiom is to get yourself into trouble. As a unique Chinese medicine in world pharmacy, there has always been a saying that "a good medicine tastes bitter and is good for the disease". So if you are sick, you should use Chinese medicine well. Good Chinese medicine is bitter, and patients are of course willing to "ask for it."

5. Live up to its reputation-a pawn shop advertisement

The pronunciation of "deserved" is dānɡ, which means to bear, and the whole idiom means to bear some honor or title; The "pawn" here is changed to dànɡ, which means borrowing money from a pawnshop with something as collateral, which is a pawn of a pawnshop. Although the pronunciation is different, the word forms are exactly the same, so the method of making advertisements by using the pronunciation difference of some words in idioms is also worthy of recognition.

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