本文从女性独特的生理、心理和服装色彩等方面,分析了现代女性服装广告的情感创意和情感特征。阐述了服装广告对女性消费者的促销作用,即传递信息,沟通企业与女性消费者的联系;激发需求,增加销售;促进竞争,开拓市场;引导生活方式,陶冶情操等。 This article analyzes the emotional and emotional characteristics of modern women’s clothing advertisements from the aspects of women’s unique physiology, psychology and costume color. Explain the promotional role of apparel ads to female consumers, namely, to transmit information and communicate the contact between enterprises and female consumers; to stimulate demand and increase sales; to promote competition and open up the market; to lead lifestyles and cultivate sentiments.