广告是一种文化,也是一门艺术。创意是广告生产流程中的第一要素,一条好的广告创意,产品定位要准确,目标对象要明确。广播媒体是通过向听众传播声音来达到广告产品诉求的。广告的一个重要功能是说服消费者,影响消费者的态度。而人的态度是扎根于情感之中的。中国有句话说:“不仅要晓之以理,还要动之以情”。人们是在无意的情况下收听广告的,所以广告要做得有人情味,因为“激起人的感情往往比引起人的思考更有效”。 Advertising is a culture, but also an art. Creativity is the first element of the advertising production process, a good advertising ideas, product positioning to be accurate, the target audience should be clear. Broadcasting media is through advertising to the audience to reach the voice of the product claims. An important function of advertising is to persuade consumers and influence consumers’ attitudes. And human attitudes are rooted in emotions. There is a saying in China: “Not only to understand the reason, but also to move to love ”. People listen to advertisements unintentionally, so advertisements have to be humane, because “emotions are often provoked more effectively than people think.”