汉字不仅仅是音形义一体的语言文字符号,更是一种艺术形式,其中蕴含着丰富的创意资源。关注汉字的运用,并对广告中的汉字创意方法进行系统的归纳与研究,是文字学家和广告学家当前最重要的研究课题。本文从国内依托汉字音义创作的优秀获奖广告作品为例,归纳总结出了现代广告中汉字常用的音义创意法及其特点,希望借此推动汉字音义在广告应用方面的发展进程。 Chinese characters are not only symbols and symbols of language and language, but also an art form, which contains a wealth of creative resources. Paying close attention to the use of Chinese characters and systematically summarizing and researching the creative methods of Chinese characters in advertisements is the most important research topic for linguists and advertisers. In this paper, we take the excellent award - winning advertising works based on the Chinese characters ’sound and meaning as an example to summarize and summarize the commonly used method of meaning and meaning of Chinese characters in modern advertisements and hope to promote the development of Chinese characters’ meaning and application in advertising.