广告中的品牌,有时已不仅仅是产品的名称、标记和符号,而且还附着了某种主观感受和印象的品牌概念。品牌的外部表现形式可能被仿效,但广告中的品牌概念,一旦为广告受众所接受并在心目中与产品关联和固着化以后,则很难为他人所蹈袭。因此,在产品均质化和讯息雷同化日趋加剧的今天, Brands in advertising sometimes have more than just the names, marks, and symbols of the product, but also the brand concept of subjective feelings and impressions. The external appearance of a brand may be emulated, but the concept of a brand in an ad is difficult for others to follow once it is accepted by the advertising audience and associated with the product in the mind. Therefore, in the homogenization of products and the increasing assimilation of messages today,