从很大程度上讲,广告是语言的艺术,美国广告界著名人士奥格尔维就曾说过“广告是词语的生涯.”但是,广告的语言又不是象小说、散文、诗歌等文学作品那样讲究文采,而是更注重信息的送达.当然,文采与信息送达并不矛盾,相反,在广告语言中讲究一些文采,往往更能引起读者的兴趣,从而促成广告信息的传送.纵观广告文稿,我们不难发现,一些形式简洁而意义精辟的定型词组或短句,诸如成语、谚语和口头禅等,被恰当地应用,起到了积极的作用. To a large extent, advertising is the art of language. Oglewell, a famous American advertising industry, once said that “advertising is a career of words.” However, the language of advertising is not like literary works such as fiction, prose, poetry, etc. Such attention to literary talent, but pay more attention to the delivery of information. Of course, literary talent and information delivery is not inconsistent, on the contrary, pay attention to some of the literary talent in the advertising language, often arouse readers’ interest, and thus contribute to the transmission of advertising information. Looking at advertisements, we can easily find that some form phrases or phrases that are succinct in terms of form and meaning, such as idioms, proverbs, and mantras, have been properly applied and have played an active role.