改革开放以来,越来越多的电视广告进入千家万户。而当代的孩子,特别是独生子女大多数在两岁左右就开始看电视了,他们是在看电视,看广告中长大的,电视广告对他们影响很大。最近几年,研究广告语言的内部规则以及如何引导消费等方面的文章不少,但研究广告语言对孩子的影响方面的文章很少,本文试图谈谈电视广告对幼儿(这里指二岁至三岁半,下同。)的影响。一、幼儿为何喜欢广告语言最近,国外一些从事广告理论的研究者们提出了AIM法则。A(attention)注意,I(interest)兴趣,M(memory)记忆。现代广告语言的运用,必须符合这个法则。这个法则同样作用于幼儿。据 Since the reform and opening up, more and more television advertisements have entered every household. The majority of contemporary children, especially the only children, started watching television at the age of two. They were watching television and watching advertisements. Television advertisements had a huge impact on them. In recent years, there have been few articles on the internal rules of advertising language and how to guide consumption. However, there are few articles on the influence of advertising language on children. This article attempts to talk about the impact of television advertising on young children Year and a half, the same below.) The impact. First, why young children like the advertising language Recently, some foreign researchers engaged in advertising theory proposed AIM law. A (attention) Note, I (interest) interest, M (memory) memory. The use of modern advertising language, must comply with this law. The same applies to young children. according to