李渔语言艺术论对广告语创作的启示

清初戏曲理论家李渔关于戏曲语言研究的独到见解，对广告语创作具有重要启示：一是“从浅处见才”，将深刻的道理浅显化，复杂的内容简单化；二是“引用成语”即引用受众熟悉的现成的口头语；三是“意则期多，字惟求少”；四是“恪守词韵”和“声务铿锵”。

Liyu Language Art enlightenments

Li Yu, an opera theorist in early Qing Dynsty, whose original views on the study of opera language is enlightening to the creation of advertising language.Here are some important enlightenments: First, making profound principles easy to understand and simplifying the complicated content; Second, quoting idioms, which refers to quoting the spoken language that are well known by the audience; Third, more implications, yet less words; Fourth, homologizing the rhyme and making the sound clangorous.