广告语的重要作用得到业界的一致认同,但它的作用机理似乎少有人探究。营销学者何佳讯教授曾在他的《品牌形象策划》一书(P275)中指出广告语担负两种使命:识别性(表示与其他产品的差异与联结)与沟通性(传达具体的讯息)。比较而言,沟通性的获得更依赖于标识语本身的内容,即策略水平;而识别性的获得主要靠创意的形式,此外还依赖于广告媒体的强度。事实上,识别性的前提来自广告认知是感性的前提;而沟通性的效果是基 The important role of slogans has been unanimously approved by the industry, but its mechanism seems to be few people explore. Marketing scholar Professor He Jiaxun pointed out in his book “Brand Image Planning” (P275) that advertising language has two missions: identification (indicating differences and connections with other products) and communication (conveying specific messages) . In contrast, access to communication relies more on the content of the sign language itself, namely on the level of the strategy; recognition, on the other hand, depends primarily on the creative form and on the strength of the advertising media. In fact, the premise of discernibility comes from the cognitive premise of advertising; and the effect of communication is based on