广告大师奥格威认为“广告唯一正当的功能就是销售(To sell)”而一切广告手段,表现形态所负载的广告文化也因之不可避免地具备了功利性与工具性的色彩。在“销售至上”的这杆大旗之下,就难免使广告文化缺乏终极关怀,出现良莠不齐,好坏参半的现象。方面广告传播者会调动文化中的积极因素,在促销的同时一定程度 Advertising master Ogilvy that “the only legitimate function of advertising is to sell (To sell)” and all advertising means, the expression of the form of advertising culture is also inevitably possessed by the utilitarian and instrumental colors. Under the banner of “sales-oriented”, it is inevitable that the advertising culture lacks the ultimate concern and there are mixed and mixed phenomena. Advertisers in communication will mobilize the positive factors in culture while promoting them to a certain extent