自90年代后期,我国出现了大量Me主题的广告,标志着中国广告步入了Me时代,一个传播宣扬大写I,崇尚个性和自我价值的广告时代。Me广告以形象广告为主,大多采用情感诉求方式,在Me主题下,广告用语言(许多引自流行歌曲)、情境和形象,传达自主、自由、自信等自我意识和价值观念。 Since the late 1990s, a large number of Me-themed advertisements have appeared in our country, marking that China’s advertising has entered the era of Me, an advertising era that spreads the capital I, advocates individuality and self-worth. Most of Me advertisements are based on image ads. Most of them use the emotional appeal method. Under the Me theme, advertising language (many of them are pop songs), situations and images convey the self-awareness and values ​​of autonomy, freedom and self-confidence.