广告受众在通过广告媒介接触广告信息的过程中,总会表现出对广告的选择性反应。其间的影响因素很多,广告接受的心理是诸多内外部因素的主要方面,其中,民族文化心理是核心,也是最不易被广告主体认识的部分。从广告效果测定的定性定量分析的结果看,忽视这一问题的广告,往往是受众最不情愿接受的广告。若不给予足够的重视,终将阻滞广告的发展,削弱 Advertisers in the advertising media through the media in the process of exposure to advertising, advertising will always show a selective response. There are many influencing factors in this period. The psychology of advertisement acceptance is the main aspect of many internal and external factors. Among them, the national cultural psychology is the core and also the most difficult to be recognized by the main body of advertisement. According to the results of qualitative and quantitative analysis of the determination of advertising effectiveness, advertisements that ignore this issue tend to be ads that the audience most reluctantly accept. If not given enough attention, will eventually block the development of advertising, weakening