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改革开放以来，广告在促进经济发展的同时，也带来了负面影响，广告所负载的一些不合时宜的观念、意识潜移默化地影响着受众的思维方式和行为方式。广告意象形态大行其道，消解着意识形态的霸权，并对人们心智和行为实施软控制；受众耽迷于跨国广告所营造的情境之中，以西方的生活模式来设定现代化目标；广告的消极示范效应扭曲了人们的心理常态，导致了“炫耀性消费”、“消费陋俗”等畸形社会行为的出现；广告语成为一种重要的话语再生方式，进而影响了主导文化；大众传播媒介对广告的过分依赖，导致媒介产品的质量下降，从而降低受众的欣赏水平和审美能力。
Since the reform and opening up, advertising has brought negative impact while promoting economic development. Some of the outdated concepts carried by advertisements subtly affect the mode of thinking and behavior of the audience. Ad forms of image popular, digestion of ideological hegemony and people’s mental and behavioral soft control; audiences indulged in the situation created by cross-border advertising, the western lifestyle model to set the goal of modernization; negative advertising model The effect distorts people’s normal psychology, resulting in the emergence of abnormal social behaviors such as conspicuous consumption and vulgar consumption. Advertising slogans become an important way of discourse reproduction and further influence the dominant culture. Excessive dependence, resulting in the decline in the quality of media products, thereby reducing the audience’s level of appreciation and aesthetic ability.