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本文考察我国广告业的历史和现状，探讨21世纪中国广告业的发展前景，认为处于世纪之交的中国广告业必将逐步走向国际化，这有利于广告业更健康地发展。但广告业在具体运作过程中不能照搬外国模式，应当依据我国的文化特点，实现广告本土化，以取得广大消费者的认同，达到广告有效传播的目的。
This article examines the history and current status of China’s advertising industry, discusses the development prospects of China’s advertising industry in the 21st century, and believes that China’s advertising industry at the turn of the century will surely become more internationalized, which is conducive to a more healthy development of the advertising industry. However, in the specific operation process, the advertising industry can not copy the foreign model. It should be based on China’s cultural characteristics, to achieve advertising localization, in order to obtain the recognition of the majority of consumers, to achieve the purpose of effective advertising.