十动然拒 广电总局禁用不规范成语

 　　From online discussions to adverts², Chinese culture is full of puns. But the country’s print and broadcast watchdog has ruled that there is nothing funny about them.

　　从网上讨论到电视广告，中国文化充满双关语和俏皮话。但是国家广电监督部门却认为，这些俏皮话一点都不好笑。

　　It has banned wordplay on the grounds that it breaches³ the law on standard spoken and written Chinese, makes promoting cultural heritage harder and may mislead the public – especially children.

　　广电部门已经出台《通知》禁止了这类文字游戏，理由是它们违反了使用标准汉语口语和书面语的相关法规，与传承和弘扬中华优秀传统文化的精神相违背，并可能误导社会公众--尤其是小孩子们。

　　The casual alteration⁴ of idioms risks nothing less than “cultural and linguistic⁵ chaos”, it warns.

　　广电部门警告称，肆意乱改乱用可能导致文化断代和语言混乱。

　　Chinese is perfectly⁶ suited to puns because it has so many homophones. Popular sayings and even customs, as well as jokes, rely on wordplay.

　　中文有很多同音字，非常适合用来制造双关语。一些习俗与、流行语和笑话通常都会包含这种文字游戏。

　　But the order from the State Administration for Press, Publication, Radio, Film and Television says: “Radio and television authorities at all levels must tighten⁷ up their regulations and crack down on the irregular and inaccurate⁸ use of the Chinese language, especially the misuse⁹ of idioms.”

　　但是在国家广电总局发布的这份《通知》中称：“各级广播电视行政管理部门要加大监管力度，对存在不规范、不准确使用国家通用语言文字的现象，尤其是乱改乱用成语的问题，要进行严格处理。”

　　Programmes and adverts should strictly¹⁰ comply with the standard spelling and use of characters, words, phrases and idioms – and avoid changing the characters, phrasing and meanings, the order said.

　　《通知》还称，各类广播电视节目和广告应严格按照规范写法和标准含义使用国家通用语言文字的字、词、短语、成语等，不得随意更换文字、变动结构或曲解内涵。

　　“Idioms are one of the great features of the Chinese language and contain profound cultural heritage and historical resources and great aesthetic¹¹, ideological¹² and moral values,” it added.“

　　成语是汉语言文化的一大特色，承载着深厚的人文内涵，蕴藏着丰富的历史资源、美学资源、思想资源和道德资源。”

　　“That’s the most ridiculous part of this: [wordplay] is so much part and parcel of Chinese heritage,” said David Moser, academic director for CET Chinese studies at Beijing Capital Normal University.

　　北京首都师范大学的汉语研究专家戴维·莫泽说：“这有点可笑，因为（文字游戏）恰恰是中华传统的一部分。”

　　When couples marry, people will give them dates and peanuts – a reference to the wish Zaosheng guizi or “May you soon give birth to a son”. The word for dates is also zao and peanuts are huasheng.

　　男女新婚时，人们会给新人红枣和花生，其寓意是“早生贵子”。

　　The notice cites complaints from viewers, but the examples it gives appear utterly¹³ innocuous. In a tourism promotion¹⁴ campaign, tweaking the characters used in the phrase jin shan jin mei – perfection – has turned it into a slogan translated as “Shanxi, a land of splendours”. In another case, replacing a single character in ke bu rong huan has turned “brook no delay” into “coughing must not linger” for a medicine advert¹.

　　《通知》中提到一些观众抱怨文字的不规范使用，但其提供的例子似乎并未造成什么害处，例如陕西的旅游宣传语将“尽善尽美”改成了“晋善晋美”。另一个例子中，一款咳嗽药广告把“刻不容缓”改成了“咳不容缓”。

　　“It could just be a small group of people, or even one person, who are conservative, humourless, priggish and arbitrarily purist, so that everyone has to fall in line,” said Moser.

　　莫泽说：“也许本来只是一小部分语言洁癖者因为过于保守、缺少幽默感、自以为是而否定这种行为，但结果却是每个人都必须遵守这样的规定。”

1 advert   

vi.注意，留意，言及；n.广告

参考例句：

• The advert featured a dolphin swimming around a goldfish bowl.该广告的內容为一条在金鱼缸里游动的海豚。
• Please advert to the contents below.I believe you won't be disappointed.敬请留意后面的内容。相信您一定不会失望的。

2 adverts   

advertisements 广告，做广告

参考例句：

• the adverts on television 电视广告
• The adverts are not very informative. 这些广告并没有包含太多有用信息。

3 breaches   

破坏( breach的名词复数 )； 破裂； 缺口； 违背

参考例句：

• He imposed heavy penalties for breaches of oath or pledges. 他对违反誓言和保证的行为给予严厉的惩罚。
• This renders all breaches of morality before marriage very uncommon. 这样一来，婚前败坏道德的事就少见了。

4 alteration   

n.变更，改变；蚀变

参考例句：

• The shirt needs alteration.这件衬衣需要改一改。
• He easily perceived there was an alteration in my countenance.他立刻看出我的脸色和往常有些不同。

5 linguistic   

adj.语言的，语言学的

参考例句：

• She is pursuing her linguistic researches.她在从事语言学的研究。
• The ability to write is a supreme test of linguistic competence.写作能力是对语言能力的最高形式的测试。

6 perfectly   

adv.完美地，无可非议地，彻底地

参考例句：

• The witnesses were each perfectly certain of what they said.证人们个个对自己所说的话十分肯定。
• Everything that we're doing is all perfectly above board.我们做的每件事情都是光明正大的。

7 tighten   

v.(使)变紧；(使)绷紧

参考例句：

• Turn the screw to the right to tighten it.向右转动螺钉把它拧紧。
• Some countries tighten monetary policy to avoid inflation.一些国家实行紧缩银根的货币政策，以避免通货膨胀。

8 inaccurate   

adj.错误的，不正确的，不准确的

参考例句：

• The book is both inaccurate and exaggerated.这本书不但不准确，而且夸大其词。
• She never knows the right time because her watch is inaccurate.她从来不知道准确的时间因为她的表不准。

9 misuse   

n.误用，滥用；vt.误用，滥用

参考例句：

• It disturbs me profoundly that you so misuse your talents.你如此滥用自己的才能，使我深感不安。
• He was sacked for computer misuse.他因滥用计算机而被解雇了。

10 strictly   

adv.严厉地，严格地；严密地

参考例句：

• His doctor is dieting him strictly.他的医生严格规定他的饮食。
• The guests were seated strictly in order of precedence.客人严格按照地位高低就座。

11 aesthetic   

adj.美学的，审美的，有美感

参考例句：

• My aesthetic standards are quite different from his.我的审美标准与他的大不相同。
• The professor advanced a new aesthetic theory.那位教授提出了新的美学理论。

12 ideological   

a.意识形态的

参考例句：

• He always tries to link his study with his ideological problems. 他总是把学习和自己的思想问题联系起来。
• He helped me enormously with advice on how to do ideological work. 他告诉我怎样做思想工作，对我有很大帮助。

13 utterly   

adv.完全地，绝对地

参考例句：

• Utterly devoted to the people,he gave his life in saving his patients.他忠于人民，把毕生精力用于挽救患者的生命。
• I was utterly ravished by the way she smiled.她的微笑使我完全陶醉了。

14 promotion   

n.提升，晋级；促销，宣传

参考例句：

• The teacher conferred with the principal about Dick's promotion.教师与校长商谈了迪克的升级问题。
• The clerk was given a promotion and an increase in salary.那个职员升了级，加了薪。