一当前,我国正处在经济快速发展和社会急剧转型阶段,政治、经济、社会、文化等各方面结构剧烈变动,涉及的社会热点、难点问题众多。多元文化的并存、撞击,使得人们深感困惑。因此,建构文化认同,规范人们的社会行为,疏导社会文化心理,成为社会发展的紧迫要求。广告作为一种社会文化现象和一种文化表达方式,广泛地影响着受众的社会心理和价值取向。以大众传媒为载 At present, our country is in a period of rapid economic development and rapid social transformation. There are many hot and difficult issues in the political, economic, social and cultural fields. Multicultural coexistence, impact, making people deeply confused. Therefore, building cultural identity, regulating people’s social behavior, and diverting social and cultural psychology has become an urgent requirement for social development. As a social and cultural phenomenon and a kind of cultural expression, advertising affects the social psychology and value orientation of the audience widely. To the mass media as contained