你的广告必须能吸引注意力，激发消费者的兴趣，令人产生对你产品的欲望，并激励人们采取行动来购买你的产品。

Your ad must attract attention, stimulate consumers' interest, create a desire for your product, and motivate people to take action to buy your product.

youdao

There are so many different aspects that we can get into and this underlying theory motivates a lot of what we do.

我们能从很多不同的方面来切入,这一基本的理论激发了我们的研究欲望

耶鲁公开课 - 金融市场课程节选