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广告传播反效果指的是广告信息传播者的主观意图与广告信息传递后的实际效果相违背的现象。广告传播反效果的提出有两个分别来自理论与现实的前提。理论前提是：具有差异性的消费者以选择性的行为接收广告传播的信息，同一广告信息对不同的消费者产生不同的接受程度及认知、情
The opposite effect of advertising refers to the fact that the subjective intent of the advertiser of information is contrary to the actual effect after the delivery of the advertisement information. The opposite effect of advertising has two premise from theory and reality. The theoretical premise is: consumers with different sex to selectively receive the information dissemination of advertising, the same advertising information on different consumers have different levels of acceptance and knowledge, love