广告传播的效果,究其本质是建立在公信力基础上的。所谓公信力,即指公众的信任度。公信力是广告最有价值的内在品质,是广告服务于商品营销以在市场竞争中制胜的关键性因素。但长期以来“公信力”并没有被视作广告、乃至整个传媒业的评价标准,使得公信力缺失已成为一种客观事实。本文在对广告传播公信力缺失问题提出的基础上,对其原因进行深层分析,并对公信力向广告传播导入的对策进行探讨。 The effectiveness of advertising, its essence is built on the credibility of the foundation. The so-called credibility, that is, the public’s trust. Credibility is the most valuable intrinsic quality of advertising, advertising services in the marketing of goods to compete in the market to win the key factors. However, for a long time “credibility ” has not been regarded as an advertisement, and even the entire media industry’s evaluation criteria, so that lack of credibility has become an objective fact. On the basis of putting forward the problem of the lack of credibility of advertising communication, this article makes a deep analysis of the reasons and probes into the countermeasures that the credibility should be introduced into advertising communication.