广告是现代商品社会不可或缺的组成部分。它追求的目标是AIDMA,即Attention(引起注意)、Interest(提起兴趣)、Desire(激起欲望)、Memory(促使记忆)、Action(引起行动)。一则好广告,不仅能引起消费者的注意,并能唤起消费者的购买欲望,最终促使消费者实施购买行为。怎样才能成功地达到上述目标?许多研究者从心理学、社会学、营销学,甚至美学角度对广告作过不少探讨。还有一些研究者从文体功能、翻译等方面对其进行了研究。广告的形式多 Advertising is an integral part of modern commodity society. It pursues the goal of AIDMA, that is, Attention, Interest, Desire, Memory, Action. A good ad, not only can arouse the attention of consumers, and can arouse the desire of consumers to buy, and ultimately promote the implementation of consumer purchasing behavior. How to successfully achieve these goals? Many researchers from the psychology, sociology, marketing, and even aesthetical point of view made a lot of advertising. Some researchers have also studied stylistic functions and translation. There are many forms of advertising