It's short for keeping simple and stupid. This KISS principle is widely used in copywriting, design, creativity, investigation and other fields. Keep the meaning simple so that even a fool can understand it. But it is also interpreted as "keeping sweet and simple" or "keeping simple and sweet", which means that advertising language should be "sweet" and "concise" at best.

In fact, there is no need to delve into specific English words. The key is to remember that you should try to make the copy "simple and touching". In 4A company, simple words are often criticized as substandard, and some advertisers strongly object to this kissing principle. For example, Xu Shunying once said: The smoothest copy is the worst copy. Anyway, there is no right or wrong copy ...) On the other hand, the principle of kissing is actually used a lot, because it can directly promote the selling points of products, and the appeal is simple and easy to remember, and the effect will be better in communication. For example, "a diamond lasts forever, and an eternal one"; "When remy martin opens, good luck will come naturally"; You can see the shadow of the KISS principle in many successful cases.