Abstract

The purpose of advertising is to introduce and promote a product to the advertis-ing audience in order to entice them to come and buy the product. The primary purpose of a car advertising slogan is to develop and grow a car brand and to demonstrate the advantages of the advertised car product in order to attract potential customers to come and buy that car product. Through computer technology and the use of the information internet, new media technology can spread information faster around the world in a short period of time. Compared to traditional media such as radio, television and the press, the transmission of information and data in new media is more efficient, specifically in terms of faster dissemination, wider scope, more flexible methods and easier data collection. In car advertising slogans, the choice of language expression plays a very important role in the transmission of information. In the new media era, it is difficult for advertisements to meet the psychological and aesthetic needs of audiences in a straightforward and didactic way, and humorous film and television public service announcements are gradually gaining favour and popularity among the majority of audiences. In this paper, we will analyse the different expression structures of humorous logic and explore the creative expression of humorous logic in car advertisements, in order to improve the effectiveness of advertising message delivery, by combining actual car advertisement cases.