广告旨推销商品,观念和劳务,是对消费者的说服过程。广告功利性的性质决定了广告中文化意象运用的功利性。本文试图从农夫茶电视广告茶文化意象运用,来解析茶文化在茶饮料电视广告中的意象表达,并分析茶饮料多样的广告诉求。 Advertising aims to promote goods, concepts and services, is to convince consumers of the process. The nature of advertising utilitarian determines the utility of the cultural image in advertising. This paper attempts to analyze the cultural expression of tea culture in tea drink TV ads from the application of the tea culture image of farmer tea TV ads and analyze the various advertisement demands of tea drinks.