广告用语切忌歧义
2017-09-29 15:37:15 etogether.net 网络 次
作文用词切忌其易滋歧义者。广告用词亦然，否则就要出洋相。下列实例所示那家法国厂商的一则英语广告，就是由于用了一个这样的词--Jules而贻笑大方的：
A series of advertisements for the wines produced and shipped by the French firm of jules Sabourin carries the caption：
Show off.
your Jules.
at dinner.
正如英文《远东经济评论》的一位读者（M. J.C）所指出的，作为酒名牌号的"Jules”乃“夜壶”之意（大写可以表示强调——强调“夜壶”）！请看：
Reader
"M. J. C. " points out that when he was a boarder at a French school
about 60 years ago, “Jutes" was the name given by the boys to the
chamberpot . The French dictionary confirms his memory：Jules is
a“popular expression" for the chamberpot or“Vase of the night" which
makes the advert very remarkable unless they mean you get pissed.
—Far Eastern Economic Reniew、February 5, 1982, p. 31
正因为如此，广告人原意虽为“捧出佑尔酒来佐餐”，而消费者即广告读者看来却可理解为”拎出夜壶来进餐”！
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