广告文不同于一般的商业应用文。商业应用文可以平铺直叙,无须作过多的艺术修饰,而广告文却是融汇着商品交换关系的文学艺术。一篇好的广告文可以是一支歌、一首诗、一杯酒,可以用文学的艺术美去感染顾客,诱发顾客的购买欲,从而达到促进商品销售的目的。 (一)广告的美学特征 广告文要能诱发人们的美感,达到吸引 Ad text is different from the general commercial application. Commercial application of text can be straightforward, without having to make too many artistic modification, but the advertising text is a fusion of the exchange of commodity art. A good ad text can be a song, a poem, a glass of wine, you can literary artistic beauty to infect customers, induce customers desire to purchase, so as to achieve the purpose of promoting the sale of goods. (A) the aesthetic characteristics of advertising Ad text to be able to induce people’s beauty, to attract