广告,伴随着产品交换发生,是市场经济的重要组成部分,并且已经成为市场经济条件下消费者日常生活之必须。广告对作为受众的消费者的影响越来越广泛和深入,然而,广告传播的不和谐音却一直不绝于耳,甚至越来越严重。在上世纪初,马歇尔便最早批评了“竞争性”广告导致的社会财富浪费。1941年法国社会学家热拉尔·拉尼奥,把商业广告干脆界定为“冲突性”广告。持续半个多世纪的法兰克福学派,批评广告的“消费控制”造就了“单向度的人”。尤其是,上世纪80年代以来,随着新媒体技术发展,广告无孔不入,传播时空极度膨胀,侵扰我们的每一个生活空间,各类问题广告汹涌澎湃,泛滥成灾。这导致了人们不仅在态度上 Advertising, accompanied by the exchange of products, is an important part of the market economy and has become a necessity for the daily life of consumers in a market economy. The impact of advertising on consumers as an audience has become more and more widespread. However, the discordance of advertising has always been heard and even worsened. At the beginning of the last century, Marshall first criticized the waste of social wealth caused by “competitive” advertising. 1941 French sociologist Gerard La Nia, the commercial advertising simply defined as “conflict ” advertising. The Frankfurt school, which lasted more than half a century, criticized the ad’s “consumer control” and created “unidirectional people.” In particular, since the 1980s, with the development of new media technology, advertisements are pervasive, the space-time spread is extremely inflated, invade every living space of our country, and advertisements of various kinds are surging and flooding. This led people not only in attitude