现在的广告语言异彩纷呈。但若从美学风格上来考查,我们可将它归纳为“刚健”和“柔情”两种。刚健型广告给人以蓬勃升腾的朝气,而柔情广告则呈现出一种充满浓郁人情昧的温馨气氛。柔情广告独具魅力,值得重视。柔情广告的魅力是如何实现的呢?一、利用亲情唤起公众情感的共鸣人的感情以社会交往中人际关系的异同可划分为父母儿女情、夫妻恋人情、师生情、朋友情等等。任何一种商品几乎都蕴含着某种情感。柔情广告挖掘了这种内含于商品之中的感情,因而极易唤起公众情感的共鸣,产品易受到公众的关注。威力牌洗衣机广告让人百看不厌,常看常新,就在于广告语言中包含着一种真挚的情感。“妈妈,我又梦见了奶奶,梦见了您,梦见了村边的小溪……我 The advertising language is now colorful. However, if we look at the aesthetic style, we can classify it as “just” and “tender”. Rigid advertising is to give rise to vigorous vitality, and tender adage is showing a warm atmosphere full of strong feelings. Tender advertising unique charm, it is worth attention. First, the use of affection to evoke the feelings of the sympathetic to the feelings of the community Social contacts in the similarities and differences can be divided into parent-child love, husband and wife love, teachers and students, friends and so on. Almost any kind of product contains some kind of emotion. Tender ad excavated this feeling embedded in the product, which can easily arouse the resonance of public sentiment, the product vulnerable to the public’s attention. Power brand washing machine ads people never tire of, often see often new, lies in the advertising language contains a sincere emotion. "Mom, I dreamed of my grandmother, dreamed of you, dreamed of the creek edge of the village ... ... I