随着现代广告事业的发展,广告作品逐步对传统性的文学理论进行了拓展与创新。同时,广告语言正以其特有的词汇、音律等,使文化性在广告作品中不断延伸。广告作品的最终目标就是将主动销售变为被动生产,这就需要通过广告来捕捉人的思想,需要注重广告作品的文学性设计。 With the development of modern advertising, advertising works have gradually expanded and innovated the traditional literary theory. At the same time, advertising language is its unique vocabulary, temperament, etc., so that the cultural nature of the continuous extension of advertising works. The ultimate goal of the advertising work is to turn the active sales into passive production, which needs to capture people’s thoughts through advertising and pay attention to the literary design of the advertising works.