广告在生活中可谓无处不在,大到房子、车子,小到各种日用品,处处都可看到广告的身影。广告中包含很多复杂的环节,但是在广告所采用的诸多形式中,语言始终是最重要和最根本的。虽然广告教父大卫奥格维认为不要把广告当成艺术或者文学,但是一则成功广告应达到AIDMA法则的要求,即:注意(Attention)、兴趣(Interest)、欲望(Desire)、记忆(Memory)、行动(Action),广告语言要生动活 Ads in life can be described as everywhere, big house, car, small to a variety of daily necessities, you can see the presence of advertisements everywhere. There are many complexities involved in advertising, but in many forms of advertising, language is always the most important and fundamental. Although ad godfather David Ogilvy does not think advertising should be considered art or literature, a successful ad should meet the AIDMA rules: Attention, Interest, Desire, Memory, , Action (Action), advertising language to live