从本质的定义上说,广告场是指由广告信息交换所引起的各种关系的总和。根据信息承受程度不同,广告场可以分为单体广告场、群体广告场。广告场关系三个要素,分别是场时、场强、场域,还涉及到广告传播过程中的技术、精神、利益三个层面。在新传播模式下,广告场理论核心的问题是在广告传播活动中存在的,多角关系的利益冲突与利益共享、相互牵制和和谐发展等等问题,以及如何在保持我国的历史厚重感的同时,从文化结构这个最高目标来做出努力。 In essence, advertising is the sum of the relationships that arise from the clearing house of advertising. According to different levels of information exposure, advertising can be divided into single advertising, advertising groups. Advertising relationship between the three elements, respectively, field time, field strength, field, but also related to the advertising process of communication technology, spirit, three levels of interest. Under the new mode of dissemination, the core problem of the advertising field theory is the existence of multi-angle conflicts of interests and interests sharing, mutual containment and harmonious development in the advertising communication activities, and how to maintain the historical heavy feeling of our country , From the highest goal of cultural structure to make efforts.