"Sages choose good, builders do good" is the key word in the advertisement of China Construction Bank. Taking the old saying and connoting the present meaning is not only the self-motivation of CCB, but also the publicity of winning customers. "Sages choose goodness" means that people with wisdom and virtue choose kindness and kindness. The words "build" and "do" are skillfully used in the language of "build and do", and those who work hard will make continuous progress. On the whole, from the advertising point of view, the core of this word is "it is wise to choose CCB to invest and finance".

Among them, it borrows the ideological language of ancient Laozi ("Those who are good at building will not pull out, and those who are good at holding will not take off." In the current words, it is "good at building houses, and their houses will not collapse because of weak foundations; People who are good at holding things will not let things leave them. " )