做广告就是为了推销商品,因此,能吸引大众并促进商品销售的广告就是成功的广告。然而,电视观众却经常抱怨说,电视广告“令人厌烦”、“太脱离实际”或是“盛气凌人,没有亲切感”。花钱做广告的企业,商店也抱怨“投入那么多广告费用,却没能吸引多少顾客”。为什么广告节目不断增加,而广告的效用却似乎在不断减少呢?经过一番调查后,英国的广告专家们发现,对广告的受众,特别是电视观众的心理缺乏了解是广告质量下降的最大原因。 Advertising is to promote the product, so to attract the public and promote the sale of goods is a successful commercial ads. Television viewers, however, often complain that television commercials are “annoyingly”, “too real” or “domineering, no intimacy.” Businesses that spend money on advertising, shops complain about “how much advertising costs they spend, but not how many customers to attract.” Why advertising programs continue to increase, while the effectiveness of advertising seems to be declining? After some investigation, the British advertising experts found that advertising audience, especially the lack of understanding of television audience is the biggest reason for the decline in advertising quality .