“承诺,大大的承诺,是广告中的灵魂”。这是美国一位著名博士——塞缪·约翰逊的一句名言。亚太国际假日洒店总裁在广告中坦言:“承诺——很多人轻诺寡信,但我却一诺千金……若我们不能遵守承诺,那天晚上您将可以免费住宿”。广告真实性的唯一要素恐怕就是承谱二字承诺是广告的灵魂,亦是广告创意的原点。承诺是消费者决策购买的理由,亦是企业营销策略的基点。广告的目的是让消费者了解产品或服务带来的利益,承诺必须表达某种可见的利益点,明确的利益承诺,是广 “The promise, great promise, is the soul of advertising.” This is a well-known saying of the United States - Samuel Johnson. President of Asia-Pacific International Holiday Sprinkling Store admits in the advertisement: “Commitment - Many people are skeptical, but I have promised nothing. If we can’t keep our promises, you will be able to stay for free overnight”. The only factor in the authenticity of advertisements is that the promise of the word promise is the soul of advertisements and the origin of advertising creativity. Commitment is the reason for consumers to make decisions to buy, and it is also the starting point for corporate marketing strategy. The purpose of advertising is to let consumers understand the benefits of products or services, and promise to show some visible points of interest.