广告是市场经济活动中树立企业及产品形象,促进销售的经济活动。广告的最终目的是推销产品和服务,在消费者和商品间起导购作用,为了让消费者乐于接受广告信息,必须依据消费者的心理,用艺术的手法去树立良好的产品形象,好的广告不仅是一种好的推销手段,也是含有丰富文化内涵的一种商业文化,不同时期的广告反映着不同时期一个国家、民族的文化水平、价值观念,广告离不开文化上的追求。我们在此所说的文化不是指人文化,不是指文化的表层结构,即人们创造的物质、精神产品:而是指文化的深层结构意识部分,即由价值 Advertising is an economic activity that establishes corporate and product image and promotes sales in market economic activities. The ultimate purpose of advertisements is to promote products and services, and to act as a guide between consumers and commodities. In order to make consumers happy to accept advertising information, it must be based on the psychology of consumers and use artistic methods to establish a good product image. Good advertisements. Not only is it a good marketing tool, but it is also a kind of commercial culture with rich cultural connotations. Advertisements in different periods reflect the cultural level and values ​​of a country and a nation in different periods. Advertising cannot be separated from cultural pursuits. The culture we speak of here does not refer to human culture. It does not refer to the surface structure of culture, that is, the material and spiritual products created by people: it refers to the deep structural awareness of culture, that is, the value of