拟态环境是指由大众传播媒介所塑造的超真实的、仿真的媒介现实。在现今的消费时代,消费内容丰富,并不断出新。而大量的消费信息是通过广告传递的。广告中根据广告主的主观意识要求,针对消费者的需要,通过设计多种广告语境,营造出不同的消费拟态环境,从而达到促销的目的。虽然广告所建构拟态环境有自身的特点和不同的方式,但它也要遵循一定的原则,否则就会出现失衡问题,难以保证广告的效果。 Mimicry environment refers to the ultra-real, simulated media reality shaped by the mass media. In today’s consumer era, consumer content is rich and constantly new. And a lot of consumer information is passed through the ads. Advertising in accordance with the subjective awareness of advertisers requirements, in response to the needs of consumers, through the design of a variety of advertising context, to create a different consumer mimicry environment, so as to achieve the purpose of promotion. Although the mimicry environment constructed by advertising has its own characteristics and different ways, it must follow certain principles, otherwise imbalance problems will arise and it is difficult to guarantee the effectiveness of advertisements.