读了《中国广告》1994年第3期的《中国人听不懂中国话》和1995年第1期的《真的“听不懂”吗?》二篇文章之后,颇多感慨。的确,广告人有广告人的苦衷。评论者有评论者的道理。但是,无论是广告人的创作还是评论者的批评,都应当遵循同样的原则,即广告的一般原理。笔者以为,广告作品的关键 After reading “China’s Ads” in the third issue of 1994, “The Chinese Can’t Understand Chinese” and 1995’s first issue of “True” or “Can’t Understand ”?, I feel quite a lot of emotion. Indeed, advertisers have the trouble of advertisers. The commentator has a commentary. However, whether it is the creation of an advertiser or the criticism of a critic, it should follow the same principle, namely the general principle of advertising. The author believes that the key to advertising works