The emphasis, excavation and shaping of interests and added value in advertisements can deepen consumers' satisfaction after purchase, thus forming repeated purchases. Advertising can link the image and significance of a brand with the social environment and cultural background of consumers, thus making the brand full of personality and making consumers have brand loyalty.

Advertising is different from general mass communication and publicity activities, mainly in:

1. Advertising is a communication tool, which transmits the information of a certain commodity to a group of users and consumers through the production or business organization (advertiser);

2. Advertising needs to be paid;

3. The communication activities carried out by advertisements are convincing;

4. Advertising is purposeful, planned and persistent;

Advertising is not only beneficial to advertisers, but also to the target audience, which can let users and consumers get useful information.

Linguistic features of classic advertising words;

1. Use rhetoric skillfully. Rhetoric is the flower of language art, and the use of rhetorical devices such as metaphor, antithesis, parallelism and repetition can make advertising words vivid and enhance the publicity effect. Example: "The eyes are the windows to the soul. In order to protect your soul, please wear glasses on your eyes. " (symbolically)

2. Pay attention to rhyme, so it is easy to read, remember and recite. Example: "thomas lee and thomas lee are different."

3. concise and clear. It not only gives people the visual beauty of neatness, but also facilitates memory and deepens the impression. Example: "Don't take the usual road!" (Meters Bang Wei Bang Wei)

4. Use idioms and idioms skillfully and turn them into your own use. Example: "Up and down feeling." (Shanghai Mitsubishi Elevator)

5. Clever use of disyllabic words, using the correlation between sound and meaning of Chinese vocabulary for comparison and suggestion. Exodus: "Be early, don't get acne." (cosmetics)

6. Emphasize the special effects of the product, such as: "Hot, cold, sweet and sour, eat if you want." (Lengsuanling Toothpaste)

7. Highlight your own personality and highlight the characteristics that competitors don't have. For example, "plant peace and reap life." (Ping An Insurance)