现代广告是市场经济的产物,随科技发展与社会变革而不断变化。上世纪50年代至今,广告的发展更是突飞猛进。我国广告从改革开放至今,愈来愈走向繁荣与成熟。欧美等发达国家的有关广告理论也被迅速引入国内。随着社会经济文化的发展,对广告的需求与要求越来越高,广告为适应社会经济的一些新情况,显现出一些新的特征。广告是经济活动的一种运作手段,同时也是一种社会文化现象。广告可以概括为两个大的组成部分。一是广告的经济层面,这是广告之所以存在的根源与首要任务。广告的目的在于促进销售早已为 Modern advertising is the product of the market economy, with the development of science and technology and social changes and constantly changing. From the 1950s to the present, the development of advertising is even faster. Since the reform and opening up to the present, China’s advertising has increasingly become prosperous and mature. Relevant advertising theories in developed countries such as Europe and the United States have also been promptly introduced into the country. With the development of social economy and culture, the demand for and demand for advertisements are getting higher and higher. Advertising is showing some new features in response to some new situations in the social economy. Advertising is a kind of economic activity means of operation, but also a social and cultural phenomenon. Advertising can be summarized as two major components. First, the economic aspects of advertising, which is the root causes of advertising and the primary task. The purpose of advertising is to promote sales already