广告历来处于竞争的前沿,被视为市场风云的睛雨表,广告的定位取向往往反映出企业的市场价值观。近年来社会上出现一类扬企业之名的广告,有的放谈企业的理念、抱负和追求,有的大谈企业文化建设成果,有的大肆渲染人间真情,表现出与商品广告迥然有别的价值取向。对这种跨越商品范畴,在商不言商的广告现象,其产生有着广泛而深刻的社会背景,我 Advertising has always been at the forefront of competition, and it is considered the eye of the market situation. The orientation of advertising often reflects the company’s market values. In recent years, there have been advertisements in the name of a group of Yang companies. Some have talked about the company’s ideas, ambitions and pursuits, some have talked about the achievements of corporate culture, and some have expressed human feelings and have shown that they are very different from the advertisements of products. The value orientation. For this kind of advertising phenomenon that spans the commodity category and does not speak to business, it has a wide and profound social background. I