成功的商业广告首先要引起人们的注意。在现代社会里,广告信息可以说是无处不在。受众面对着大量的广告信息,只能作出选择性注意(只对感兴趣的信息注意),然后作出选择性理解,选择性接受。要引起受众的注意,一方面固然取决于受众的主观原因(如受众本身对事物的需要及兴趣、态度、情绪、精神状态等等),另一方面又取决于广告本身的特点,包括广告刺激的强度、对比度、新异性等等。所以,商业广告语要引人注目,贵在创意,应力求出奇制胜,独树一帜,给受众留下深刻印象,使广告更易被受众接 Successful commercial advertising must first attract people’s attention. In modern society, advertising messages can be ubiquitous. The audience facing a large number of advertising messages, only make selective attention (only interested in the information attention), and then make a selective understanding of the selective acceptance. To attract the audience’s attention, on the one hand depends on the audience’s subjective reasons (such as the audience’s own needs and interests, attitudes, emotions, mental state, etc.), on the other hand, depends on the characteristics of the ad itself, including advertising incentives The intensity, contrast, new sex and so on. Therefore, the commercial slogan should be attractive, expensive in your creativity, we should strive to make surprising surprises, unique, to impress the audience to make the ads more easily by the audience