消费社会中,人们的消费行为日益符号化,广告在达成实效的过程中要赋予意义才可以收到效果。广告实效的达成可以用两种方法,一是赋予意义,创造出新的联想;二是截取细节,拉近与消费者的距离。 Consumer society, people’s consumption behavior increasingly symbolic, advertising in the process of achieving substantive effect to give meaning can receive results. Advertising effectiveness can be achieved by two methods, one is to give meaning to create a new association; the second is to intercept details, narrowing the distance with the consumer.