广告创意表现的批评方法历来有两种：文体批评法和效果批评法。文本批评法强调“文本内部研究”，从一个广告的语境、语意、语感、调性、结构、词汇和语素等概念上去解读它的创意表现；效果批评法强调“广告实用研究”，从一个广告对目标消费者与市场、社会的实效和影响上去评 There have been two kinds of criticisms of creative expression: style criticism and effect criticism. The Text Criticism emphasizes “internal text research” and interprets its creative expression from the conceptions of context, semantic, linguistic, tone, structure, vocabulary and morpheme of an advertisement; effect criticism emphasizes “practical research on advertising” from one Advertising on the target consumer and the market, the effectiveness and impact of the social evaluation