商品、服务、观念是广告需要传播的主要内容,它们作为现实存在是无法同为数众多的受众一一沟通的,而这恰恰是现代广告以更小的成本达成更大的效益所必需的。广告作品中符号构筑起的对现实存在的拟态环境是实现广告同时向众多目标消费者沟通的中介。广告作品无论是视觉的、听觉 Goods, services and ideas are the main content that needs to be disseminated in advertising. As a reality, they can not communicate with a large number of audiences. This is exactly what modern advertising needs to achieve greater benefits at a lower cost. The mimicry environment for the existence of the symbols in the advertisement works is an intermediary that realizes the advertisement to many target consumers at the same time. Advertising works both visual and auditory