引言广告是一门集心理学、社会学、营销学、美学、语言学、影视学、声光电学等为一体的综合艺术形式[1]。广告制作是运用营销学原理,创作出生动有趣、雅俗共赏的文字、图片、音乐或影像,其目的是在有效的时间内引发关注,刺激受众的购买欲,最终促成购买行为[2]。为了达到其特定目的,广告的制作不仅要考虑产品的功能和特点,还 Introduction Advertising is a comprehensive art form that integrates psychology, sociology, marketing, aesthetics, linguistics, film science, acoustics and optics. Advertising production is the use of marketing principles, creating a lively and interesting, refined taste of the text, pictures, music or video, the purpose is to trigger attention in an effective time to stimulate the audience’s desire to buy, and ultimately contributed to the purchase behavior [2]. In order to achieve its specific purpose, the production of advertisements should not only consider the functions and features of the products but also