1994年,中国的电视广告中出现了一种新型5秒的三段式广告,它最早起源于“恒源祥绒线羊毛衫”广告。广告由极其简单的二部份组成:先是品牌的叙述,之后是一个小囡用稚嫩的童音叫了一声“羊羊羊”如此重复三遍。其独特的方式迅速引起了消费者和整个广告界的注意。不久,国内大小几十家企业纷纷在广告中效仿,如郑荣火腿肠、香雪海 In 1994, a new five-second three-part ad appeared in China’s TV commercials. It originated from the “Hengyuan Xiangrong wool sweater” advertisement. The advertisement consists of two parts that are extremely simple: first, the narrative of the brand, followed by a small cry, and with a childish voice, the “goat sheep” is repeated three times. Its unique approach quickly caught the attention of consumers and the advertising community as a whole. Soon, dozens of domestic companies have followed suit in advertising, such as Zheng Rong ham and Xiang Xuehai.