摘要：广告对社会市场的发展起着非常重要的作用，而广告语又是广告中的核心成分，因此，为了能创作出更多成功的广告，不管是广告学界、语言学界，还是修辞学界，都对广告语进行了研究。时代在前进，社会在发展，而广告语的创作也并没有固定的规则，它需因时而变、随市而改。所以，本文就先总结了前人的研究成果，列举他们的成果在广告语创作中的具体运用和所表现出的效果,特别是修辞学界所得出的：利用修辞说好“话”等方面，然后在前人的研究基础之上，进一步对众多广告语进行探究分析，发现广告语的潜引力（即潜在的吸引力）来自情感、情趣、文学、文化、个性情绪等方面，这也是本文的核心部分。

关键词：广告语；潜引力；情感；情趣；文学；文化；个性情绪

Abstract：Advertisements play a vital role in social market development，but the advertisement language is the core ingredient in the advertisement，therefore，in order to create more successful advertisements，the advertisement educational world，the language educational world and the rhetoric educational world， all make the research to the advertisement language．The time is going forward，the society is developing， but the creation of advertisement language have no fixed rules，it also needs changes from time to time，along with the city，therefore，this article first summarized predecessor's research results，enumerates their achievements and the effect displays in the advertisement language creation concrete utilization，specially the rhetoric educational world obtains：Reaches an agreement “the speech” using the rhetoric and so on the aspects，then above predecessor's research foundation，make further analysis to the multitudinous advertisement language，discover the advertisement language dives the attraction (i.e. latent attraction) from aspects and so on emotion， appeal，literature，culture，individuality mood，this also is the article core part． 

Key word: advertisement language；dives the attraction；emotion appeal；literature；culture；individuality mood