Langhua Haiyun king fragrant and refreshing fragrant w&w meimei Green Shield
Xiangya Mansion
Rose Food House
Happy Lin
Chu Liuxiang
Bauhinia
Peach Blossom Spring
Romantic Coffee Rain
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Niu Mo Wang Hotpot
1. It was not a typo on purpose (typos in quotation marks)
1. At the entrance of the hotel: "Copy" rice
2. In front of the car repair shop: tire repair "flush" the air
3. In front of the retail store: "other" sales
4. In front of the furniture store: "all"
5. At the entrance of the decoration store: Decorate with "huang"
6. Lost property advertisement: "Enlightenment" of lost items
7. At the entrance of the installation company: Decorate with "click"
8. The entrance of the car wash shop: wash the car with "wax"
9. The entrance of the hotel: "He" rice
10. The entrance of the fruit shop: "Bo" radish
11. Restaurant menu: Chicken "Dan"
12. Hardware store sign: "扦" seat
13. Sporting goods store sign: "LAN" ball
14. The entrance of the fast food restaurant: the "bar"
15. The farmer's market sign: "Tomato" tomato
16. The parking lot sign: "Ding" car toll
17. Strict crackdown propaganda slogan: Strict "Li" crackdown
18. A certain airport banner: "Youth"
19. A certain transportation slogan: Super Overloading is "extremely" harmful
20. A certain canteen's menu: Fish "Garden"
2. Deliberately written incorrectly (typos in quotation marks)
1. Drug advertisements: "Cough" can't be delayed
2. Mountain bike advertisements: "Riding" is endless fun
3. Supplement advertisements: "Turtle" is fine
4. Glasses advertising: a "brightness" is astonishing
5. Mosquito repellent advertising: no "mosquitoes"
6. Scotch tape advertising: there is no substitute for "tape" ”
7. Internet cafe advertising: One “Internet” leads to deep love
8. Piano advertising: “Piano” is a special thing, and “piano” is loved at first sight
9. Water heater advertisement: "bath" as you like
10. Air conditioner advertisement: no "sweat" for life
11. Clothing store advertisement: "clothes and hats" determine the person
12. An advertisement for a laundry shop: “I don’t want to give up my clothes”
13. An advertisement for a real estate company: Ten thousand “rooms” are available
14. An advertisement for a cake: Step by step, "cake" rises
15. Stomach medicine advertisement: One "no" to "stomach"
16. Horse racing advertisement: Enjoy "riding"
17. Electric iron advertisement: Bai "Yi" Bai Shun
18. Fast food restaurant advertisement: "Burn" is better
19. Washing machine advertisement: "Leisure" wife and loving mother
20. Hat company advertisement: Pick people with their “hats”
21. Stone disease treatment advertisement: Big “stones” turn into small ones, and small “stones” turn into small ones
22. Printer Advertisement: One "click" is worse than a hundred stories
23. Paint Advertisement: Lustful Paint
24. Refrigerator Advertisement: Refrigeration Fresh
25. Hemorrhoids medicine advertisement: If you have hemorrhoids, you don’t have to worry
26. Garden apartment advertisement: Be at ease with your apartment
27. Dancing machine advertisement: Dance after hearing the "machine"
28. Seafood advertising: take the "fresh" step forward
29. Dental clinic advertising: "quick treatment" of the population
30. Gift shop advertising: "courtesy" is a given
A furniture store labeled its advertisement as "furniture"
A restaurant's signboard said "Thirteen is too full"
A real estate advertisement's "Ten Sides" "Bury the rich" is very conspicuous
Pharmaceutical merchants put out advertising slogans with homophonic meanings such as "Don't stay under the spot"
The word "stop" is written as "仃", and fast food is written as "dine". In the upper left part, eggs are written as "Chicken Dan" and various beers are written as "Various Beers"
--Top 10 failed advertising slogans in China in 2002
1. The man whose Qi brand suits make women's hearts beat
2. Give melatonin as a gift
3. Jiuxin Miteting Soap: Look, you put it The mites were transmitted to my daughter
4. The beautiful girl smiled at the calm situation
5. It was unexpected when the hair fell in love with fertilizer
6. Dano Day and Night Movies are your new choice
7. Jordan Chan's Red Star Erke Shoes
8. Come and Go and Have a Cup of Zhijiang
9. Nick Cheung's The Happy Man
10. How are you, Star Shu Zhiwei?
Yesterday I went to the street to buy some small things, and I heard the loudspeaker of a promotional vehicle repeating something in the distance. As the car got closer, I suddenly realized that it was an advertising car. The billboard clearly stated: Shanghai-Hangzhou Woolen Sweaters are on Sale, and the words "Demolish houses and sell tiles to collect travel expenses" were expressed in particularly eye-catching fonts and colors. I laughed out loud without being surprised!
To be honest, my country's advertising industry has made great progress since the reform and opening up, especially in recent years, and there are many memorable advertising masterpieces in various media. But what I saw yesterday is not an isolated phenomenon. It’s not uncommon to see inferior advertising slogans such as “low prices”, “bloodletting without pain” and “earth-shaking sales”.
This at least illustrates several problems: first, the advertising practitioners are mixed, second, they are deliberately exaggerating and lacking integrity, and third, they are caused by an impetuous mentality. I hope lame advertisements such as "Tear down houses and sell tiles to raise travel expenses" will disappear soon.
The store's plaque and store name are symbols for customers to remember the characteristics of the store. Nowadays, shops are popping up all over the island city, and people are paying more and more attention to "visual impact". Various personalized store names have become the first trick for merchants to create attractive selling points. Some common and familiar nouns were replaced by novel names, becoming store signboards that attract attention and attract business.
The name of a store on a plaque is not only a symbol, but also a glimpse into its cultural taste, interests, style and ideological realm. A novel, memorable, catchy store name can make customers remember it and leave a deep impression on them. Sichuan restaurants such as "Love Malatang" and "Food is the Heaven" became famous overnight due to the popularity of film and television dramas.
However, some businesses believe that "Pong" in the store name can "disguise the real thing from the fake", so "Dong Lai Shun" became popular, and various "Lai Shun" appeared on the streets; "Aunt Zhang" became famous, " "Aunt Li" and "Uncle Wang" also "went out". There are also some who do not hesitate to resort to "evil signs" in order to be unique. In addition, there are many signs that use homophonic words as signboards. For example, a clothing store is called "Yiyi Perseverance".
In the world of porridge, there are all kinds of porridge, which dazzles people. When read in Shanghainese, it is like heaven and earth! There was a clothing store on Pudong Avenue called Yiyibushe. I was sitting on the bus and looking at the scenery outside the window, and I was deeply impressed by the name of the store. The idea came from Yiyibushe. There is a hairdressing shop at the intersection of Shiquan Street and Wuqueqiao Road, called "Ding Sheng". A customer understood the name of the store this way: "Dingjian" is a homophony of "top", which means "first-class technology"; "Jian" means "scissors", which represents the hairdressing industry; "Ding" can also be understood as "top of the head", It indicates that the service object is "hair" - the two-character store name expresses three meanings. The names of some shops are very eye-catching, which plays a role in attracting customers to the door. There is a grocery store called "Zazazaba"; a store specializing in large-size clothing is called "Fat Man Has No Worries", and the store name clearly expresses the market positioning and effect; there is a men's underwear store called "Neikufang" , "Neiku" is the homophone of "underwear", and "cool" means "fashion". There is a clothing store in Bifengfang called "Chuangbang", which means "helping you dress" and dressing you up. The store owners are three young women who are all good at matching clothes. "Chuangbang" means "exposed" in Suzhou dialect, which is used in a derogatory sense and as a compliment. However, the response is very good, and many customers come to the store just because of this name.
Xia Wei, the chairman of "Yikelong", attaches great importance to store names. The names of the clothing stores he opens are very unique, such as "Armed", "Demeanor" and "Edge". She said that the first thing customers see is the store name, not the products. A well-chosen store name will arouse customers' desire to learn about the store and its products. A good store name is one of the best ways to attract customers.
I believe that a good store name should be easy to understand and remember, have broad recognition, be friendly and easy to spread. It is best to find it from the most frequently used daily terms; be unique and able to attract customers Eyeballs express rich meanings, have a certain cultural content, and are both elegant and popular; if the market positioning and industry characteristics can be included in the store name, it will be even better. However, relevant people believe that although a good store name can bring business, merchants cannot have the idea of ????"one beauty covers all ugliness". The quality of business performance still depends on basic factors such as product, service quality and variety. The store's signboards must be eye-catching not only through novelty, but even if homophones are used, they must be "harmonious" and respect cultural traditions and social value orientations. However, in addition to making the store name famous, packaging the overall image of the store and giving certain characteristics to the products and services can truly capture the hearts of customers and turn the store name into a veritable golden sign.
Also, regarding the irregular use of words, one is the use of traditional Chinese characters (except registered trademark stereotypes), mainly including celebrity inscriptions and registered trademark traditional Chinese characters without the "R" mark; the other is the use of foreign languages ??alone When text or Chinese and foreign languages ??are used together, standardized Chinese characters are not mainly used and foreign characters are supplemented. There is a phenomenon of large English words and extremely small Chinese words in advertisements; third, the use of typos and typos; fourth, the use of idioms in advertisements does not comply with regulations and causes misleading; Fifth, the terms used in health product promotion and advertising are not standardized. "PK" appears frequently in newspapers recently. While some people may know what these two-letter abbreviations stand for, such usage of the phrase violates state regulations. If the newspaper must quote, "PK" should be quoted in double quotes, and the Chinese translation should be added, such as: "PK" (competition).
There are many "invisible bombs" hidden in it! For example, the slogan "No mosquitoes in silence" in mosquito coil advertisements; the slogan "I am in shape, my shape" in beauty shops; and the slogan "riding is endless fun" on motorcycles, etc., will mislead many people and lead to misunderstanding of the language.
With the development of society, a serious "virus" has flowed into our country. This virus is called typos. Typos can be seen everywhere on the streets, in newspapers, and on film and television.
1. The phenomenon of irregular social terminology is serious
Su Peicheng: In recent years, the phenomenon of irregular social terminology has become very serious. Various media and publications
There are a lot of typos and the improper use of words is also quite serious. Due to the progress of society,
People use language, deliberately innovate, advocate freshness, and pursue expressiveness. This is a positive side.
But at the same time, language variation weakens people's sense of norms. Some people take words for granted.
For example, "disagree" originally means "do not think it is right, to express disagreement",
But some people use it to mean "don't mind, don't take it to heart" superior". For example, in addition to "capital"
, a "knowledge book" has recently been created. "Zi" is a name and thing, while "Zhi" has both a name and a thing, and also an action. Phonetically speaking, the difference between "zi" and "zhi" lies in the initial consonant. In many places in southern China, z and zh cannot be distinguished. Doesn't the emergence of "knowledge" increase the difficulty of communication?
The editing quality of the publication is also worrying. Mr. Lu Shuxiang published an article in 1982
"A Brief Discussion on Typos". The first sentence at the beginning is: "Read books and newspapers every day, and see typos every day."
Nearly a year has passed in the blink of an eye. In the past 20 years, this situation has not only not improved, but has become worse. A Beijing evening newspaper's September 17, 2000, page 17 headline was "New Millennium, New Olympics." The title of the article was: "The already very difficult triathlon competition It’s even more difficult for a mother of three. “Being a mother at the age of three? After reading the content of the article, I realized that the "mother of three years old" should be the "mother of a three-year-old child", and the word "child" was missing. There are even more typos on film and television screens, and there are too many to mention.
Dong Kun: At present, irregularities in language and writing are everywhere, especially in some media.
They are full of mistakes, which has caused extremely bad social impact. For example, in notices on public occasions and in publications
traditional Chinese characters are abused and simplified characters are randomly created, such as "Chicken Dan" (egg)" and " Cut (insertion)"
< p>seat" and so on.Some people don't understand that the conversion between traditional and simplified characters is not a single correspondence, so they substitute them randomly. For example, a Peking Opera troupe from the mainland went to Taiwan to perform and wrote Wu Song as Wu "?", Wu Song
The "松" in the Chinese characters has become the "?" in the Chinese characters for meat floss. I didn't know that these were originally two characters, not one traditional and one simple.
It was meant to appear literate, but it ended up being self-defeating and making people laugh. Typos are common
on the screen, such as in a "joking" TV series recently broadcast by Beijing TV Station.
There are many mistakes. A major central newspaper titled its criticism of CCTV’s Spring Festival Gala as “unsatisfactory.” “Unsatisfactory” is a basic affirmation, but it was used for criticism. Using homophones indiscriminately
Idioms have almost become the main rhetorical means of merchant advertising. Some companies are keen on using foreign brands, but the instructions are unclear. Unregulated foreign words are everywhere in newspapers and magazines, including "wow", "cool" and "handsome". Weird words and phrases are created every day in Internet language. Some people summed it up as "people online are very happy, but people offline are confused."
Wang Ning: The level of Chinese proficiency is an important aspect that determines a person’s quality. In the 1950s, "People's Daily" published an editorial written by Mao Zedong, "Struggle for the health and purity of the motherland's spoken and written language." Now this idea is indifferent in people's minds. . Judging from the current situation of Chinese teaching
Junior high schools provide supplementary classes for elementary schools, high schools provide supplementary classes for junior high schools, and universities provide supplementary classes for high schools. Many students in the Chinese department of universities cannot understand classical Chinese, and many students cannot read Chinese. The vernacular is also messed up.
In this, the media has to play a big role. When people read news content and obtain news
information, they learn Chinese characters and Chinese language whether they are willing or not. I believe that
the requirements for the use of language in newspapers and magazines should be the same as those for Chinese textbooks. Many middle school and primary school teachers report that in teaching practice, they teach students to use standardized and elegant language, but students learn a lot of non-standard language from some books and periodicals, which makes the teaching efforts in vain. Some students even argued with the teacher: "You said you can't say that, so-and-so's newspaper said so, and so-and-so's award-winning novel was written like this." News information Too much, eager for quick success. The media’s misleading of children is not something that teachers can worry about. Nowadays, if you open the newspaper every day and read it casually, you can find five or six language errors
; if you carefully pick it out, you will find errors in word usage, word choice, sentence construction, and messy punctuation
Leaving aside the shortcomings, it is common to use allusions to make jokes and express unclear situations. In newspapers
You can often read incomprehensible words such as "dedication with all your heart" and "nothing to live for".
For a while, the word "popularizing science" was often seen. "Popularizing science" is already popular.
Why do we still add the verb "popularizing"? Such as "guidance needs", "exercise level",
"divorced fashion"... How can verbs and objects go together? Such a good idiom, why does it have to be said so eloquently? Once, I saw a headline on the front page of a newspaper saying that a certain company "turned a profit by taking shortcuts." Without reading the content, I couldn't figure out whether it was praise or criticism. After reading the
content, I realized that this reporter did not understand that the idiom "taking shortcuts" has a deep cultural heritage and
has a derogatory connotation.
2. Language issues should attract the attention of the whole society
Dong Kun: The current poor level and confusion in the use of language and characters, from a certain perspective
It is said to be the bitter fruit left over from the "Great Revolution and Cultural Revolution" in the "Cultural Revolution".
People who have experienced the 1950s and
60s all know that leaders at all levels and relevant departments at that time attached great importance to the work of language and writing, and regarded improving the cultural and educational level of the working people as a part of building society. The only way to achieve socialism;
"People's Daily" serialized Mr. Lu Shuxiang's and Zhu Dexi's "Grammar and Rhetoric Speech", and published editorials one after another on the issue of standardization of language
On the reform of writing Meetings on issues related to the standardization of the Chinese language were held one after another, and a series of major measures related to language and writing work were introduced, including simplifying Chinese characters, formulating Chinese pinyin plans, and promoting Mandarin. Premier Zhou Enlai A formal report on relevant issues was made at the National People's Congress meeting. The mass craze for learning culture, grammar, and rhetoric can be described as "unprecedented"... The "Cultural Revolution" caused the education level and cultural quality of more than one generation to be low. The lack of knowledge in the correct use of the motherland's spoken and written language is an inevitable result.
There are also several specific factors that have exacerbated the confusion in this regard. For example, the second Chinese character simplification plan was introduced in 1977.
Due to its immaturity, it was announced to be withdrawn and abolished a few years later. But nowadays, people in their thirties and
40 years old all learned "Er Jian" when they were students. Many people don't know that the word "Er Jian"
has now become There were typos, such as writing "Tibet" as "Xizhi" and "Inner Mongolia" as "Neiluo".
Wang Ning: We must look at this issue objectively. 1. There is an explosion of knowledge and there are too many things to learn.
So people attach great importance to technology and despise Chinese. 2. In the era of science and technology, lack of scientific and technological knowledge will affect
employment and life. There are also objective reasons for the fast pace of life and impetuous people. Subjectively
I think the reason is mainly in the leadership department. The decline of Chinese literacy is encountered in every country's economic
rising period. This is almost a common problem.
Why don’t we avoid the detours others have taken?
Also, media practitioners should strengthen their sense of responsibility. Nowadays, reporters and editors of major newspapers are at least college graduates and do not lack knowledge of language and writing. As long as those who run newspapers realize
that news has a great educational function and that news can also "mislead people", they will pursue
quick news while also Taking into account the universality, long-term and seriousness of its effects,
thus gave rise to a sense of responsibility - treating "the struggle for the health and purity of the motherland's language" as
Develop your own professional ethics.
Su Peicheng: The best-selling books in bookstores now are computer books and English books.
The Chinese language is shrinking both in the field of research and in the field of learning. Because if you learn English well
you can go abroad and make a lot of money, but if you learn Chinese well, you can't make a lot of money. Speak English
People are afraid of being laughed at if their pronunciation is not good, but people don't care about the level of their mother tongue. They speak with a southern accent and a northern accent.
It doesn't matter if the words don't convey the meaning. Why favor one over another?
In the past few years, various aspects of our work have made gratifying developments, but language work
has lagged behind. If this situation does not change, it will not only affect the development of education and the cultivation of talents, but will also affect the smooth progress of various tasks, including domestic affairs and diplomacy.
3. Combine innovation and standardization of Chinese language
Su Peicheng: First, we must strengthen the state’s management of the use of spoken and written languages. The "National Common Language
Language Law" regulates social communicative behavior rather than personal use of language.
The objects of adjustment are state agencies, schools, publications, radio stations, television stations, film and television screens, public facilities and advertising, product packaging instructions, enterprises and institutions. Names, company services
terms used in industries and information technology products. Once the language problems in these aspects are solved, the language environment will be purified, and personal language and words will be standardized.
The second is to improve Chinese teaching in primary and secondary schools and improve the quality of Chinese teaching. This is a fundamental measure to improve the language quality of the entire nation.
Chinese teaching should pay attention to listening, speaking, reading and writing in modern Chinese.
Language is stable and changeable. This is the standardization and modernization of language.
This is like a car with two wheels and a bird with two wings, both of which are indispensable. Chinese is a live communication tool that constantly absorbs new nutrients. In order to adapt to the needs of social development, Chinese must also be reformed in a timely manner, especially At present, there are many new things, and the original language standards must be revised
when they are no longer sufficient. If the language is not reformed in time, there will be no way to standardize it.
Dong Kun: Leaders at all levels, the entire society, and relevant experts and scholars must let all people know that the level of spoken and written language is an important indicator of the level of civilization of a country and nation. signs;
Knowing that the standardization and regularization of language and characters is a key prerequisite for accurately transmitting and exchanging information.
It is of great significance to economic development and cultural construction; knowing that maintaining the purity of national languages ??and characters is related to
National integrity is the sacred obligation of every citizen.
In addition, for social media (film and television, newspapers,
publishing institutions, etc.), teaching units, and civil servants that use language and writing as the main communication carrier, for the use of language and writing (such as
Businesses and enterprises that seek economic benefits through product packaging and advertising must strictly follow
regulations, conscientiously enforce the law, and clearly define rewards and punishments, so as to achieve a healthy and good social orientation.
We need to make people realize that although the use of language and characters has personal habits, once they enter society
for expression and communication, carelessness, carelessness, and making people laugh are second best;
It is probably not a trivial matter to express fallacies and cause misunderstandings and disputes. In fact
The more we move into the information age, the higher the society’s requirements for writing and language expression.
Wang Ning: I think there is a word that should be promoted, that is, "language life". "Language life"
is a very important social issue. To form a healthy language life in the whole society, I think
there are three areas that are very important, one is education, the other is publishing, and the third is news. Personal communication
is different from social communication. If these three aspects are standardized, the masses will naturally form a good
language atmosphere. Therefore, while attaching importance to education, our publications, audio-visual products, and various media language should be standardized and strive to be elegant and beautiful.
I think language innovation should have the following conditions: 1. The meaning is clear; 2. It conforms to the rules of
Chinese; 3. There are no other standard words that can replace it; 4. It is easy to Understand. Only in this way can
be accepted. For example, words like "hype" are expressive and can be accepted.
In addition, you should also pay attention to style and occasion. For example, elegant articles should not use colloquialisms.