1989年岁末,上海人民广播电台文艺部与上海刀片厂联合举办“‘飞鹰’广告语征集评选活动”。我便把这次征评活动作为推动练笔的一个有利契机,使练笔活动与社会应用结合起来,请学生设计广告语。对学生来说,写广告语是平生头一遭,热情虽高但不知从何入手。怎样才能创作出既生动形象又新颖贴切的广告语呢?我在课堂上较为详细地介绍了广告语的特点、功能,着重评析广播广告语的特 At the end of 1989, the Shanghai People’s Radio Art Department and the Shanghai Blade Factory jointly organized “‘Eagle Eagle’s solicitation for the selection of advertisements’”. I took this evaluation activity as an opportunity to promote the practice of writing pens, combined the pen writing activities with social applications, and asked students to design slogans. For students, writing slogans is the first time in the world. Although enthusiasm is high, I don’t know where to start. How can we create a slogan that is both vivid and novel and appropriate? In the class, I introduced in more detail the features and functions of slogans, focusing on the evaluation of broadcast slogans.