现在广告在社会经济中已成了必不可少的角色,其作用已被人们逐渐认同。我国广告业的迅猛发展使人们对广告的议论多了起来,显然,这种对广告及其有关问题的“关注”是有利于广告业发展的。《中国广告》近几期刊登了广告争鸣文章,作者们从各个角度表述了自己对广告的看法,见仁见智各抒己见。从中不难看出创意奇特的广告容易引起争鸣并且分歧较人。这些广告之所以不拘一格,怪招迭出是因为受众面对如潮水般涌来的广告,只能记住或注意到其中很少的一部分。据有人统计,70—80% Nowadays, advertising has become an indispensable role in social economy, and its role has been gradually recognized by people. The rapid development of China’s advertising industry has made people talk more about advertising. Obviously, this “concern” of advertising and related issues is conducive to the development of the advertising industry. “China Advertising” has published articles on advertising contends in recent installments. The authors expressed their views on advertising from various angles and expressed their opinions. It is not difficult to see that the peculiarly creative advertisements can easily lead to contention and disagreements. The reason why these advertisements are eclectic is that the odds are that because the audience is faced with a flood of advertisements, only a few of them can be remembered or noticed. According to statistics, 70-80%