Although advertising language should be standardized, it cannot be divorced from the artistic law of advertising itself. In fact, using homophonic or so-called "tampering" idioms as advertising words is concise and easy to be remembered by consumers, thus achieving the purpose of publicity. The most common reason against this practice is that it is not conducive to the development of healthy civilization and will mislead young people. But I think we have to talk about it.

Advertising is not only a kind of culture, but also a means of artistic and economic communication. The standardization of advertising words should not only consider the universality of language, but also consider its artistry and economic benefits. If the advertising language is not vulgar, vulgar or kitsch, I don't think it is necessary to put it online at all, which will stifle the advertising creativity and affect the advertising effect. From this perspective, there is no need for government departments to make a fuss about the phenomenon of tampering with idioms in advertisements.

3. Essentially, it is a dispute between orthodox culture and advertising culture. Tampering idioms into advertising words according to homophones will not cause confusion in students' learning idioms, as some people worry. In fact, every idiom in China has its exact origin story and unique cultural background and environment. Students must know these when learning idioms, otherwise it is difficult to understand and master them correctly. Once the composition of Chinese characters in idioms changes due to homophonic, the cultural background and its environment will change immediately, which makes it difficult to have the inherent connotation of the original idiom, and people will immediately understand the advertising background of this "regenerative idiom". For example, for the idiom "honey in the mouth, sword in the stomach" and the advertisement of an oral liquid "honey in the mouth, health in the stomach", generally speaking, students will not be confused when learning idioms unless they don't understand their meanings. In other words, both the original idioms and the tampered idioms have their own cultural connotations, but they are homophonic and similar, and there will be no confusion in understanding.

4. The debate about advertising words tampering with idioms is essentially a cultural dispute-the cultural background and environmental changes of idioms have actually formed another culture-advertising culture, although this advertising culture is original and conforms to the image characteristics of products, which can leave a deep impression on consumers. But for some people who are used to understanding orthodox idiom culture, advertising culture is not only a tampering with idioms, but also a tampering with culture and a serious challenge to orthodox culture. In their view, idiom culture, as an orthodox culture, cannot be changed. Any change is blasphemy and a gross violation of Tao.

5. Due to the extensive and in-depth social life, culture must be refined, and it is impossible to stick to a corner and remain unchanged. Advertising culture is the product of the combination of traditional idiom culture and modern marketing culture. With the help of the shell of traditional idiom culture, it skillfully uses homophones to successfully create another new advertising culture. This is a way of cultural innovation and cultural enrichment, and it is by no means cultural castration, let alone the irregular use of Chinese characters such as variant characters and traditional characters. We should give enough tolerance and give this culture enough room for development.