要善于发现产品本身的感觉印象、情感、意味和性格,这是广告意象和语言表现选择和创造的基础。李奥·贝纳要求创作者要“善于发掘那商品与生俱来的戏剧性”。“他认为每一件商品,都有戏剧性的一面。我们的当务之急,就是要替商品发掘出以上特点,然后令商品戏剧化地成为广告里的英雄”。“广告人 To be good at discovering the sensory impressions, emotions, meanings, and personality of the product itself is the basis for the selection and creation of advertising images and language performance. Leo Benet asked the creator to ”be good at discovering the dramatic nature of the product.“ ”He thinks that every product has a dramatic side. Our top priority is to excavate these characteristics for the goods and then make the goods dramatized as heroes in advertising.“ ”Advertiser