广告词是一种实用文体,它是用多种形式,公开地、广泛地、巧妙地向国内外市场传递信息,以引起群众兴趣和购买动机的宣传手段。一则成功的广告词往往运用情感打动和理由说服来拉近与顾客之间的距离,博得顾客的好感,从而达到营销的目的。《不求锦上添花只为雪中送炭》这则广告词语言不仅优美,而且富有人情味。也就是说,广告词的情感运用得非常成功。首先映入眼帘的标题,是 Advertising is a practical style, which is used in various forms, openly, widely, cleverly to the domestic and international markets to convey information to arouse the interest of the masses and the motivation to buy advertising. A successful ad often use emotional impulse and reason to persuade to narrow the distance between customers and win the customer’s favor, so as to achieve the purpose of marketing. “Do not seek icing on the cake only for what you want” This advertising language is not only beautiful, but also humane. In other words, the ad’s emotional use has been very successful. The first thing that catches the eye is