作为一种文化的叙述,广告通过富有感染力的表现方式,赋予商品精神属性和文化品位。在众多表现形式中,广告词扮演者至关重要的角色。一段经典的广告词在诠释着商品的文化品位时往往伴随着深深的文化底蕴,它走进人的心灵,让人回味无穷。本文通过对广告文化和经典广告的研究,对广告词中的文化底蕴进行探析。 As a cultural narrative, advertising imparts the spiritual attributes and cultural taste of goods through an appealing expression. In many manifestations, the ad-actor plays a crucial role. A classic ad in the interpretation of the cultural quality of goods often accompanied by a deep cultural heritage, it went into the human mind, people memorable. Through the study of advertising culture and classic advertisement, this article probes into the cultural background of advertisements.