我们每天都接触到广告,问题是,我们很少主动去看广告!——这是广告宣传面临的第一个难题:即受众被动接受。以电视媒体广告为例:广告首先不是一个独立的节目,而是穿插于各类节目的缝隙中,它的位置是次要的。虽然现代的广告制作已在不断地提高它的观赏性,以期望吸引观众。但观众的热情仍然不在这里,每个人都在追踪着自己喜爱的节目,而在广告播出的时间里频繁更换频道或上厕所!因为广告内容很庞杂,每个人都很难做到热情主动地关心!(形成对比的是许多少儿包括笔者三岁小女却喜爱广告,原因是 We are exposed to advertisements every day. The problem is that we seldom take the initiative to look at advertisements! This is the first challenge facing advertising: the passive acceptance of the audience. Take TV media advertising as an example: Advertising is not an independent program at first, but interspersed in the gaps of various programs. Its position is secondary. Although modern advertising production has been constantly improving its viewing, in order to attract the audience. But the enthusiasm of the audience is still not here. Everyone is following their favorite programs and frequently changing channels or going to the toilet during the broadcast time. Because the content of advertising is very complicated, everyone is very hard to be enthusiastic and active. Concern! (In contrast, many children include the author’s three-year-old daughter who loves advertising. The reason is