随着市场经济的发展和完善,人们的生活水平不断的提高,琳琅满目的商品充斥着人们的眼球,信息的传播已成为生活的一部分,广告作为信息传播的一种手段,以其短小轻便,灵活多样的特点迅速快捷的将信息传播开来。同时,广告作为一种文化现象,已经越来越受到人们的关注,广告语作为广告的基本组成要素,在广告的发展中更是发挥着重要的作用。事物的形成是受其特定的文化背景所影响的,广告语也不例外。本文根据现今广告语更人性化,关注的点由商品本身转向更关注人,关注生活,引导消费,引导生活,具有前导性,并对前卫文化,意识形态产生影响;在语言的运用上更精练简洁,平面感,断裂感,零散化,非原则性,不确定性,无深度性,对传统文化的消解、反叛与颠覆等的新特点,深入,透彻地对其产生的原由进行了分析,注重其文化的根源性与可寻性。 With the development and improvement of the market economy, people’s living standards have been constantly improved, and an array of goods are flooded with people’s attention. The dissemination of information has become a part of life. Advertising, as a means of information dissemination, is characterized by its shortness and lightness Diverse Features Spread the word quickly and quickly. At the same time, advertising as a cultural phenomenon has drawn more and more attention. Advertising language, as the basic component of advertising, plays an important role in the development of advertising. The formation of things is affected by their specific cultural background, advertising is no exception. This article is based on today’s advertising language more humane, the focus of attention from the goods themselves turn to pay more attention to people, focus on life, guide consumption, guide life, leading, and avant-garde culture, ideology impact; in the use of language more concise Conciseness, flatness, sense of fragmentation, fragmentation, non-principle, uncertainty, non-depth, the new features of the digestion, rebellion and subversion of traditional culture, thorough and thorough analysis of its causes, Focus on the root causes of their culture and findability.