本文以问卷调查的实证研究方法,通过对北京、深圳、武汉、黄冈四城市的调查数据进行分析,其结论为:东部和中部地区受访者对待广告社会效果及公信力的态度并不存在显著的差异;广告社会效果及公信力的状况并不理想,其集中的体现是不真实;广告社会效果及公信力不佳的责任主体是多方面的,依次为:媒体、广告主和政府相关部门。 Based on the empirical research method of questionnaire survey and the survey data of four cities in Beijing, Shenzhen, Wuhan and Huanggang, this paper concludes that there is no significant difference between the respondents in the eastern and central regions about the social effect and credibility of advertising Differences; The social effects and credibility of advertising are not satisfactory, and their concentration is untrue. The main body of responsibility for advertising social effects and poor credibility is in many respects: media, advertisers and relevant government departments.