今天,广告口号作为强调广告主题的“语言标志”、树立品牌形象的有力手段和攻取人心的利器,日益成为广告宣传战的焦点,受到商家企业的广泛重视。如果把广告文案写作比为“画龙”,那么口号创作就应视作“点睛”。 Today, advertising slogans as a “language sign” that emphasizes the theme of advertisements, a powerful means to establish a brand image, and a sharp weapon that captures people’s hearts are increasingly becoming the focus of advertising campaigns and are widely valued by merchants. If the writing of advertising copy is compared to “drawing the dragon”, then the slogan creation should be regarded as a “dotted point.”