一般认为广告的基本功能是促进商品销售,即仅仅把广告作为商品推销的一种手段,停留在“推销广告”的层面。推销广告的实质是,企业广告活动基本上是站在企业自身的立场,以促进企业现有产品的销售为主要目标。所以推销广告往往不一定符合消费者的需求和接受心理,难以打动消费者的心弦,有时甚至产生逆反效果。其实,推销广告只是发展历程中的一个阶段。商品经济发展 It is generally believed that the basic function of advertising is to promote the sale of goods, that is, advertising is only used as a means of selling goods, and stays at the level of “marketing advertising.” The essence of marketing advertising is that corporate advertising activities are basically based on the company’s own position, and the main objective is to promote the sales of existing products of the company. Therefore, advertising is often not necessarily in line with consumer demand and acceptance psychology, it is difficult to impress the consumer’s heartbeat, and sometimes even has a counterproductive effect. In fact, the promotion of advertising is only one stage in the development process. Commodity economic development