本文从消费环境的视角切入,首先探讨宏观环境及营销环境与消费者之间如何相互作用,继而以此为框架结合中国广告业恢复至今30余年的发展脉络,梳理不同阶段广告扮演的角色并分析这些角色怎样映射并影响消费文化。 This article explores from the perspective of consumer environment. Firstly, it explores how the macro-environment and marketing environment interact with consumers. Based on this framework, combining the development of China’s advertising industry for more than 30 years and combing the role of advertising in different stages How these roles map and influence the consumer culture.