现代广告传播通过一定的技巧和手段．使消费者产生一系列的心理过程．最终接受广告内容,实现消费过程。本文试图通过考察和分析广告在消费者态度转变的关键环节——认同层面所施加的作用和影响来揭示广告传播建构消费者心理认同的内在机制．从而为消费者正确认识和运用广告信息提供参考。 Modern advertising through certain skills and means. Enable consumers to produce a series of psychological processes. The final acceptance of advertising content, to achieve the consumption process. This paper attempts to reveal the intrinsic mechanism of advertising communication in constructing consumer psychology identity by examining and analyzing the role and influence of advertising in the key aspect of the change in consumer attitudes. In order to correctly understand the use of consumer information and advertising provide a reference.