自1996年起,中国广告界已连续四年参加戛纳广告节,每届都是铩羽而归。这一“战果”在中国广告界引起了巨大的反响与争论,加之新闻媒介在推波助澜,于是,戛纳现象迅速波及到企业界、教育界……,甚至是普通的消费者。1996年以前,戛纳广告节在中国极少被提起,如今却一触即发,热透了中国广告界,不可避免,戛纳现象考验着中国广告人的自信,其广泛的社会影响也冲击着中国广告业的支展。因此,对于戛纳现象要全面看待,令 Since 1996, the advertising industry in China has been participating in the Festival of Cannes for four consecutive years, and each session has its share of success. This “victory” has aroused great repercussions and controversies in the Chinese advertising industry. Coupled with the news media, the Cannes phenomenon has rapidly spread to the business community, the education sector ... and even the average consumer. Before 1996, the Cannes Advertising Festival was seldom mentioned in China. Nowadays, however, it has been triggered by the heat. It is inevitable that the Cannes phenomenon tests the self-confidence of Chinese advertisers. Its extensive social impact has also hit China’s advertising industry Support Therefore, we should take a holistic view of the phenomenon in Cannes