市场的扩展和分工的深化导致市场交换规模的扩大和频率的增加 ,从而产生了对更有效率的信息传播方式的需求。随着大众传媒技术的不断进步 ,广告能够不断地降低市场的信息成本 ,提高市场的运行效率 ,但广告的诱导因素对市场的有效性却构成损害。当厂商将广告作为一种纯粹的竞争手段时 ,只会给厂商带来短期利润 ,对整个市场的资源配置却是无效的 The expansion of the market and the deepening of the division of labor have led to the expansion of the market exchange rate and the increase of the frequency, resulting in a demand for a more efficient mode of information dissemination. With the continuous improvement of mass media technology, advertising can continuously reduce the information cost of the market and improve the efficiency of the market. However, the inducing factors of advertisements are damaging the effectiveness of the market. When the manufacturer of advertising as a purely competitive means, it will only bring short-term profits to the manufacturers, the allocation of resources for the entire market is ineffective