在社会学看来,广告活动不仅仅是经济行为,同时还是韦伯意义上的“社会行为”。因此,商品的社会关系成为了研究广告和社会互动关系的逻辑起点和理论预设,这也就意味着在商品社会关系和广告的意义生成以及品牌传播之间存在着极其复杂的“文化张力场”。 In sociological terms, advertising is not just an economic activity, but also a “social activity” in the Weberian sense. Therefore, the social relations of goods has become the logical starting point and theoretical precondition for studying the relationship between advertising and social interaction, which means that there is an extremely complicated cultural tensions field between the social relations of commodities and the generation of advertisements and the communication of brands. ".