当今社会,广告作为一种现代文明因子充溢在人们的生活空间,人们在接受购物消费导引的同时,也享受了精神的愉悦。许多广告语因具有较高的文化品位而为社会公众所喜爱。如雀巢咖啡的“滴滴香浓,意犹未尽”,雪碧的“晶晶亮,透心凉”,太阳神的“当太阳升起的时候,我们的爱天长地久”,都是语句组合、文化意境俱隹、脍炙人口的好广告语。然而也有一些广告语不尽如人意,给人一种“玩语言游戏”的感觉。这里仅评一则冰箱广告语:“广告做得好,没有××冰箱好”。 这则广告语引起了颇多受众的心理反感,广告圈内就此还展开了一场争论。《中国广告》95年第1期曾有人评论:“每当我听到这句广告词,心里就象针扎一样难受”。“广告做好了有 In today’s society, advertising as a modern civilization factor is overflowing in people’s living space. People are enjoying the joy of the spirit while accepting shopping consumption guidance. Many slogans are loved by the public because of their high cultural tastes. For example, Nestle’s coffee is “deep and dripping, it’s still full,” Sprite’s “brilliant, cool,” and the sun god’s “When the sun rises, our love lasts forever.” It’s a combination of sentences and culture. A good slogan for people and people. However, there are also some slogans that are not satisfactory and give people a “playing language game” feeling. Here only a refrigerator slogan: “Ad well done, there is no good refrigerator.” This slogan caused a lot of audience’s psychological disgust, and there was an argument in the advertising circle. In “China Advertising”, the first issue of the 95th issue, it was once commented: “Every time I hear this slogan, my heart is as uncomfortable as a needle.” "Ad well done