电视广告是诸多媒介中惟一能够进行动态演示，以视听结合的方式刺激人的感官，从而产生深刻印象的媒体广告方式。它着重诉求于情感而不是逻辑。更确切地讲，它是一种感情媒介。 　　“感人心者，莫先乎情。”广告创意者应当有这种意识，就像威廉·福克纳所说的：“占据他的创作 Television advertising is the only medium of media advertising that can be impressed by the dynamic presentation of many media and the stimulation of human senses through audio-visual integration. It focuses on appeal rather than logic. More precisely, it is an emotional medium. ”Heart-touching, non-existent.“ Advertisers should have this awareness, as William Faulkner put it: ”Take over his creation