成功广告的一个共同特点是都能承载独特的诉求内容。所谓“独特”，并非指广告中所说的商品在性能上是独一无二的，而是说这种特性是同类商品所共有的，只不过被他人忽略罢了。这种广告常以“废话”形式出现。废话即没有用的话，但实际上废话并非全无用处，用得恰到好处还会收 One of the common features of successful ads is that they all carry a unique appeal. The so-called “unique” does not mean that the goods mentioned in advertisements are unique in performance, but rather that such characteristics are common to the same kind of goods and merely ignored by others. Such advertisements often appear as “nonsense.” Nonsense is useless, but in fact nonsense is not all useless, just used properly will receive