The building close to the mountain wall is the tenacious will of life to survive; Because of them, we know better: it is not easy to live, the happiness of living in peace and the warmth of family. It was Chongqing that made Vanke understand better and gained a richer life through hard growth. A house can Fu Yifang soil and water, is the most affectionate meaning. 1995, Vanke began to pay attention to Chongqing. After 13, Vanke used the professional height of housing industrialization and the glory of the first villa and the first garden club in China to thank those Chongqing people who are growing up and full of life dreams. Vanke makes architecture praise life. The first paragraph of the copy hits the target consumers' psychology: the mountains, the rocky beaches … these harsh natural environments that Chongqing people use to cultivate their indomitable character. The simple repetition of verb-object phrases caused a strong psychological sensation in Chongqing. The subtext of this passage is "Vanke understands Chongqing and respects the city and people". Then the copy leads Vanke to understand the building products in a connecting way-a warm home is the highest return to life-which makes Vanke stand with the people of Chongqing psychologically. The last paragraph highlights Vanke's professionalism and strength with figures, but expresses it with a low-key and pious attitude towards Chongqing, which finally leads to Vanke's brand slogan "Vanke makes architecture praise life". Here you will find that the whole copy is completely circled: Vanke's consistent architectural product concept is consistent with Chongqing's humanistic spirit. The whole copy focuses on Vanke's brand image, which is consistent with the intention of the picture and has a clear goal. It has really played a role in attracting consumers to read and has a strong appeal. After reading the appearance of this advertisement, we might as well look at its connotation from the theoretical level: (1) the theme of the advertising copy; (2) Creativity of advertising copy. In fact, I think the creativity of advertising copy is a unique, unexpected and even amazing way of expression, highlighting the advantages of products and the relationship with consumers; Secondly, this unique expression must be difficult for competitors to imitate; Finally, it is kind and natural, paying attention to the communication and expression with consumers' emotions, which makes people unforgettable for a long time. From this point of view, the "Thank you Mountain" advertisement has achieved unexpected results with the creativity of "knowing how to survive and know more about life". The style of the copy is low-key, pious, cordial and natural, which has touched the hearts of consumers and truly met the requirements of "creativity". (3) Advertising copy language I remember an American advertising scholar once said that advertising is a magical magic, and it has a magical power to give. Therefore, the magic of advertising depends mainly on the development of language resources, and language is the magic wand of advertising. Author: Shang Feng Vanke Royal Garden Project Planner Zhu Yu.