在论及广告语言的艺术特色之前,我们不妨先回顾一下上世纪末发生在万家乐与神州的广告之争,业内也称“万神”大比拼。中国真正意义上的商业广告大战,我以为发端于此,至少也是一个承前启后的标志。1988年广东顺德“万家乐”请当时红得发紫的香港明星汪明荃做广告,打出了“万家乐,乐万家”的广告词,这句广告词堪称中国广告的经典之作,万家乐品牌价值超10亿元;而“神州”则请来了人见 Before we talk about the artistic characteristics of advertising language, we may wish to review the controversy over the ads between Macro and Shenzhou at the end of the last century. The industry also calls for the “gods” competition. China’s real commercial advertising war, I think originated here, at least, is a symbol of the past and future. In 1988, Shunde, Guangdong “Macro” please red-hot Hong Kong star Wang Mingquan advertise, hit the “MACRO, Le million” ad, the ad is called the classic Chinese advertising, MACRO Brand Value Super 1 billion yuan; and “Divine” invited people to see