广告中经常使用一些量化的功效承诺,尤其是一些著名的外国品牌广告,如“持续24小时”(止痛药)、“14天快速美白”(牙膏)、“年轻7岁”(化妆品)、“一次吸收6次流量”(卫生巾)等。在语言表述中,数字应该是最理性、最精确的表达形式,一是一,二是二,清清楚楚明明白白,不会产生任何歧义,因此广告中的数字承诺给消费者一种真切的感觉。然而,广告中的数字并不是像人们感觉的那么切实,真切可信的表面下往往布设着陷阱。 Some of the promises of quantification are often used in advertisements, especially some well-known foreign brand advertisements such as “Lasts 24 Hours” (Painkiller), “Fourteen Days Whitening” (Toothpaste), “Young 7 Years” (Cosmetics), “ Once absorbed 6 times the flow ”(sanitary napkins) and so on. In language, the number should be the most rational and most accurate form of expression, one or two is two, clear and plain, will not produce any ambiguity, so the number of ads promised to give consumers a real feel. However, the numbers in the ads are not as tangible as people feel, and there is often a pitfall beneath an authentic surface.