Tonality plays a more subtle role in the impression recognition of readers and viewers in the process of communication, bringing objects into scenes and images for in-depth communication. Moreover, as far as recognition is concerned, the author thinks that tonality is far better than the hard "I", because "I" is alive, energetic, most infectious and invasive, and it is an invisible but infinite energy. Therefore, whether it is commercial copywriting or advertising creation, mastering tonality can cut out the level of copywriting to a certain extent. Because different customers, different products and different services have their own unique personalities, and the customers in their corresponding markets are also different, they need different tonality to suit their tastes. So, what does tonality mean and what is its function? "He always tilts his head and hums some filthy tunes", "This tune is so familiar, I like it". Tonality, to put it bluntly, is the tone established when communicating with customers in the process of market communication. Not easy to understand? For example, there is always a repetitive beat in the play of a song. For example, some people like the combination of black, white and gray to wear a style that remains unchanged for four seasons-yes, tonality. To put it bluntly, the ultimate assistance and perfection is to establish a unified, individual and easily recognizable style. The tonality of copywriting can be seen from Ogilvy & Mather's concept that "every advertisement is a long-term investment in brand image". Always kind, always kind, always condescending, always arrogant, always cute-there is a certain style of writing and expression, that is, the tonality of copywriting ... The fifth season is coming again? -This is the role of tonality. "There is spring, it doesn't matter", with Han Han; I love you, it doesn't matter. Did you find the similarities and differences? In addition to the sentence pattern, there is also the state of the spokesperson: in the dispute over the content mentioned in the copy-this is the synergy of brand concept (or creative concept) and tonality. Indifferent customers, indifferent youth, success? Failure? No money? It is Vanke's brand concept to be indifferent to the freedom and openness of youth, and to be indifferent to everything. The "how to be indifferent" of copywriting and vision is the tonality in the communication process. Ke Fan, that's what he did. Copywriting has tonality, vision is tonality, and even TVC music together constitute the overall style of advertising production. The establishment of style and the consolidation in consumers' minds and impressions are deepened through consistent tonality, and finally become specific brand image and brand impression through accumulation. Because different brands, projects, services and products have different customer groups and different market positioning, in order to achieve twice the result with half the effort in the process of market communication, we must effectively establish different market images through a series of communication behaviors and consolidate the impression in consumers' minds. Therefore, when a copy is created for different contents at the same time, it needs to enter the established communication context in the shortest time and start to spread the creation by cutting into the discourse atmosphere with different tonality-that is, to be familiar with it. Tonality is related to temperament, customers' knowledge structure, age, world outlook and values. Whether the appropriate content is delivered in the appropriate way in the appropriate atmosphere is related to whether customers are willing to see and understand it, which will inevitably affect the effectiveness of value communication. A good copy in a good advertisement lies in creating a tonal and coherent communication atmosphere in which customers can readily accept the push of ideas and values.