广告传播中的间接信息,是相对于广告直接信息而言的,就是指广告受众在接受直接信息的同时所产生的心理上的感性印象和认知。很显然,广告间接信息才是对消费者产生功效的信息。从某种程度上说,广告间接信息的影响作用更具有实质意义。成功的广告不仅仅在于广告的直接信息要符合广告的营销策略等因素,还应该对于直接信息在传播过程中产生的间接信息有所预计,并主动策划,以便指导广告创意。广告传媒的本质是传递信息,而且是一种劝服性的信息传播。广告信息成为广告活动不可或缺的要素,但是,人们对于广告信息的认识还存在局限性。笔者多年来从事广告传媒教学研 Indirect information in advertising is relative to the advertising of direct information, which refers to the advertising audience in receiving direct information generated by the psychological emotional impression and cognition. Obviously, advertising indirect information is the message to consumers. To some extent, the indirect impact of advertising information is more meaningful. Successful advertising is not only because the direct information of the advertisement should conform to the marketing strategy of the advertisement, but also should predict the indirect information generated when the direct information is disseminated and take the initiative to guide the creative idea. The essence of advertising media is to convey information, but also a persuasive information dissemination. Advertising information has become an indispensable element of advertising campaigns, however, there is a limit to people’s awareness of advertising messages. I for many years engaged in teaching advertising media research