The soul of advertising copywriting art is product. Its function lies in depicting the individuality (or tonality) of products, infecting consumers' emotions, increasing consumers' affinity for products and inducing consumers to buy them. "As soon as you step on the accelerator, the engine starts to sing; Tires are intimate with the earth and dance with the road; You can experience the pleasure of driving in your progress, and there is no more perfect BMW ... "This is BMW's print advertising copy, which injects human spirituality into automobile machinery through short words, melts the coldness of automobile steel, and at the same time outlines BMW's personality incisively and vividly. Making products impress people is the art of copywriting. Primitive humans are the center of infection. Advertising text embodies the human spirit and thinking, and the image reflects the connotation of advertising. It is another art form different from music and dance, and it is the carrier of commodity art and humanization. It can be said that the impersonal advertising copy is like a skeleton without flesh and blood, which makes people stay away from it. Hopkins, an advertising master, once said: whenever possible, I will add human things to advertisements ... The key to whether advertising copy can arouse people's profound emotional experience lies in whether it can impress people with the most primitive emotions of human beings. Summing up the past experience, there are mainly the following ways to infect emotions in advertising copy: First, empathize with others. Direct lyric, implicit euphemism, or simple and natural, or sincere and sincere, or vivid euphemism. For example: Confucius family wine makes people homesick; Drips are fragrant, and the meaning is still unfinished; Good things should be shared with good friends; Second, interesting and humorous. For example, the famous British novelist Mao Mu lived a hard life before he became famous. In order to make his article valuable, he once published an advertisement in major newspapers: I like music and sports, I am a young and rich man, and I hope to marry a woman exactly like the heroine in Mao Mu's novels. A few days later, Mao Mu's novels were all sold out in the whole London bookstore. As Diderot said, "broad intelligence, rich imagination and active mind are humor". Modern people like humor, so advertising language is often full of beauty and harmony. Third, show people by reason. The manuscript contains philosophy or profound meaning, some are concise, some are short and affectionate, some are thought-provoking and contain meditation. For example, science and technology are people-oriented and science and technology are health-oriented. Diamonds last forever, and one lasts forever. Fourth, convince people with potential. Self-confidence, strength, heroic spirit, bold words, novelty in strength and surprise in heroism stir people's hearts. For example, there will be a road in the end, and there will be Toyota if there is a road; When the sun rises, our love will never change; China Hewlett-Packard, a better way; Only HP is the only one willing to do it. Long years, accompanied by day and night, only HP; The ends of the earth, unswerving, only HP; There is no best, only better.