Characteristics of advertising English

I think advertisements all have the same advantages, and English advertisements are just a form of advertisements.

Advertising, as its name implies, means to advertise widely!

Advertising is a kind of propaganda means to convey information to the public openly and widely through a certain form of media at a certain cost for specific needs.

According to textual research, the word advertising is a foreign word. It originated from Latin advertere, which means attention and induction. In the Middle English era (about 1300- 1475), it evolved into Advertise, and its meaning evolved into "making someone notice something" or "informing others of something to attract others' attention". It was not until the end of 17 that large-scale commercial activities began in Britain. At this time, the word advertising began to be widely popular and used. At this time, "advertising" refers not only to an advertisement, but to a series of advertising activities. The word advertising, the concept of static things, has been endowed with modern meaning and transformed into "advertising".

Advertising can be divided into broad sense and narrow sense. Broadly speaking, advertisements include non-economic advertisements and economic advertisements. Non-economic advertisements refer to advertisements that are not for profit, such as various announcements, notices and statements of government administrative departments, social institutions and even individuals. Advertising in a narrow sense only refers to economic advertising, also known as commercial advertising, which refers to advertising for profit. It is usually an important means to communicate information between commodity producers, operators and consumers, or an important form for enterprises to occupy the market, promote products and provide services.

In China, commercial advertising has not yet reached its peak, and there are already great bubble components and irrational behaviors; With the maturity of consumers and the standardization of the industry, enterprises will tend to be rational and naturally fall back, and the use of ordinary models will become the mainstream; At the same time, advertising will also appear as a new force and gradually mature, which will inevitably bring challenges. Enterprises may use image spokespersons for various purposes, especially in the case of "substring effect" and hype prevailing. Based on the viewpoint of "precision marketing" and the theoretical summary of image spokespersons, the author found the basic characteristics of image spokespersons in modern market, conveyed the unique and distinctive personality proposition of the brand through advertisements, made the products establish some connection with the target consumer groups, smoothly entered the consumers' lives and horizons, reached in-depth communication with their hearts, established some impression and status in their hearts, and made the brand a meaningful and value-added symbol. He attracts the target audience through a certain media or carrier, thus establishing and creating a personalized brand image in the quasi-brand market. He or through the brand founder's unique personality charm image endorsement, to the target audience with distinctive brand personality and self-confidence; Or through the advertising endorsement of film and television stars and social celebrities with great affinity, brand products can quickly affect the purchase of target consumer groups; Or interpret the brand narrative through fictional characters, convey the brand concept and value orientation, and win the recognition of the target audience; Or through the image endorsement of cartoon animals, create a lively and lovely brand image, which makes people have a good association and impression on the brand when they smile at each other. His image endorsement is not completely equal to the image of the enterprise, so his popularity does not mean that the product can become popular. It is very important for enterprises to supervise and cooperate with them. They should also have a sense of self-discipline. Only when they really integrate into this corporate culture and really interpret the concept of product promotion with their heart will they highlight the significance of publicity.

Edit the design of this advertisement.

Advertising design is a kind of visual communication art design, and its value lies in transforming the functional characteristics of product carriers into visual factors in a certain way, so as to face consumers more intuitively.

First, the connotation of advertising creativity

(A) what is advertising creativity. With the sustained high-speed economic growth in China, the market competition is constantly expanding and escalating, and the commercial war has begun to enter the period of "intellectual" war. Advertising has also risen from the so-called "media war" and "investment war" to the competition of advertising creativity, and the word "creativity" has become the most popular and commonly used word in China advertising industry. "Creativity" means "creativity" in English, which means creating, creating and causing. "Creativity" literally means "creating images". From this perspective, advertising creativity is an artistic conception activity between advertising planning and advertising performance production. That is, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process. In short, it is the imagery of advertising theme creativity.

In order to better understand "advertising creativity", it is necessary to explain creativity, image, representation and artistic conception.

"Idea" refers to ideas and concepts. In artistic creation, concept is the thought and viewpoint to be expressed in the work and the core of the content of the work. In advertising creativity and design, creativity is the theme of advertising, which refers to the idea that advertising wants to explain in order to achieve a certain purpose. It is an intangible and conceptual thing, which can only be expressed by means of tangible things. Any artistic activity must have two elements: first, the objective thing itself is the object of artistic expression; The second is to express the image of objective things, which is a means of artistic expression. And the conception activity that organically links the two is creativity. In the process of artistic expression, the choice of image is very important, because it is a symbol to convey objective information. On the one hand, it should accurately reflect the essential characteristics of the things being represented, on the other hand, it should be understood and accepted by the public. At the same time, the freshness of the image is also very important. In advertising creative activities, creators should also strive to find suitable artistic images to express the ideas of advertising themes. If the choice of artistic image is unsuccessful, it will be impossible to inspire regret and convince consumers through the communication of ideas.

An objective image that conforms to the idea of the advertisement creator and can be used to express the characteristics of goods and services is called representation when it is not used as a concrete form of expression. Representation should generally be familiar to the advertising audience, and it is best to have a general definition in real life, which can cause some objective image association.

The image formed in people's minds, through the creator's feelings, emotional experience and understanding, penetrates into the certain meaning of subjective feelings and emotions, and is transformed into an image through certain association, exaggeration, concentration, distortion and deformation.

Once the image is transformed into an image, it has a specific meaning and subjective color. The image reflects the objective things and the creator's ideas in different degrees, and the audience's feelings it can arouse will be different. Using images to reflect the style and degree of objective things is artistic conception. That is, the realm that images can reach. Artistic conception is an important index to measure the quality of artistic works.

(2) the principle of advertising creativity.

The originality principle of advertising creativity. The so-called creative principle means that advertising creativity should be brave, innovative and creative, instead of sticking to the old rules. Original advertising creativity has the biggest psychological breakthrough effect. Unique novelty is to attract attention, and its unique charm will arouse people's strong interest and leave a deep impression on the audience's mind. Being remembered for a long time, this series of psychological processes conforms to the psychological ladder goal of advertising communication.

The principle of effectiveness of advertising creativity. Creativity is the first principle of advertising creativity, but creativity is not the purpose. Whether advertising creativity can achieve the purpose of promotion basically depends on the communication efficiency of advertising information, which is the effectiveness principle of advertising creativity, including understanding and relevance. Understanding is easy to be accepted by a wide audience. In advertising creativity, we should be good at combining various information symbol elements to make it moderately novel and original. The key is to find the best combination of novelty and understandability. Relevance refers to the memory association between the image combination in advertising creativity and the theme content of advertising.

Second, the golden pyramid principle of advertising creativity.

Pyramid principles is a particularly effective and practical tool for developing advertisements to express creativity. From the golden pyramid principle, we can gain insight into the thinking process of advertising designers and what logic to use to maximize creativity.

As can be seen from the pyramid structure, the creativity of advertising is second only to the top of the pyramid. The golden pyramid principle of creativity is divided into three levels. The first level is information, which covers a wide range, including internal information, competitive enterprise information and economic environment information. These all-inclusive information are only individual statistics, which are for reference only and cannot be applied in a general way according to the script. It must be carefully analyzed at the second level. This level involves a wide range of fields, including statistics, psychology, economics and sociology. Only after analysis and evaluation can the third level of advertising creativity appear. Only the creativity extended through these levels is the driving force to exert the advertising effect, and it is a false advertising trick.

Third, the process of advertising creativity and its thinking method

(A) advertising creative process

The process of advertising creativity can be divided into the following five stages.

1, preparation period-the institute collects information and inspires new ideas on the basis of old experience. Information is divided into general information and special information. The so-called special information refers to the relevant information collected specifically for an advertising campaign.

2. Incubation period-chew and digest the collected data, so that consciousness can develop and combine freely. Because all ideas are discovered by accident.

3. Enlightenment-most psychologists think that impression is the source of inspiration, so at this stage, all kinds of ideas are produced in the development and combination of consciousness.

4. Verification period-review and modify the generated ideas to make them more perfect.

5. Formation period-concretizing creativity with words or graphics.

(B) advertising creative thinking methods.

James young, an American advertising professor, said, "Creativity is not only inspired, but also the result of thinking." Creativity comes from "the recombination of existing elements", and creativity is not the exclusive product of genius.

Edit the history of this advertisement.

The earliest advertisement in the world

Advertising is the product of commodity economy. Since the production and exchange of goods, advertisements have appeared. The earliest advertisement in the world was carried out by sound, which is called oral advertisement, also known as hawking advertisement. This is the most primitive and simple form of advertising. As early as the early days of slave society in ancient Greece, people publicized and shouted rhythmic advertisements by selling slaves and livestock. The streets of ancient Rome were full of hawkers' cries. Carthage, a highly developed trade zone in the vast Mediterranean region in ancient times, was once famous for its numerous hawking voices all over the city.

Trademark font size is also one of the ancient forms of advertising. The name of the store originated from Pompeii. In the Roman Empire, people used font-sized signs to promote gladiators and circus performances. The brand name is symbolic, such as a dairy factory in ancient Rome marked with goats; A mule pulling a millstone represents a bakery; The whipped child is a symbol adopted by the school. In medieval England, a hammer with one arm represented a goldsmith's workshop; Three pigeons and a scepter represent a spinning mill. The logo of the first Indian cigar factory in London was carved by a shipbuilder with the mast on board.

China is one of the earliest countries with advertisements in the world. As early as the Western Zhou Dynasty, audio advertisements appeared. In the chapter "Zhou Song's Argument" in the Book of Songs, there is already a poem "Small Guan Bei Ju". According to Zheng Xuan in the Han Dynasty, "Xiao, weaving a small bamboo tube, now the seller blows it." Kong in the Tang Dynasty also explained: "At that time, candy sellers blew Xiao to show themselves." It can be seen that in the Western Zhou Dynasty, candy vendors already knew how to drum up business by blowing pipes.

In ancient China, after audio advertisements, there appeared "hanging banners" advertisements. Han Feizi said, "People who drank in the Song Dynasty were promoted to Jinbe, and they were very careful when they met guests, because the wine was beautiful and hung high." This is the earliest record of restaurants and wine flags in China. The hotel is set up in a fixed place. In order to attract customers, a "wine flag" is thrown, which is an advertising form to attract customers. This form has been used up to now, for example, in the Tang Dynasty, Zhang Jiyou wrote poems such as "Hanging a wine flag high at the mouth of the river", and Du Mu wrote poems such as "Drinking the flag in Shan Ye, a water town". There is also a description in "Water Margin": "Song Wu walked on the road for a few days ... and saw a hotel in front, holding a flag in front of the door and writing five words:' Three bowls don't pass the post'." "Three feet of cloth in front of the hotel, come and find a guest" in Yuan Qu backyard flower not only shows the size of the wine flag, but also shows its function. In addition to wine flags, other industries also have various symbolic advertising forms. According to Fei Changfang, "there are old people selling medicine in the city who hang pots on their bosses." Is to use fenugreek as a symbol of the pharmacy and hang it on the street or in front of the pharmacy. The "hanging flags" and "hanging pots" here give people very eye-catching visual effects. In modern terms, it is a "signboard advertisement".

The invention of printing ushered in a new era of advertising.

Movable type printing was first invented in Bi Sheng, China. The earliest industrial and commercial printing was the advertisement copper plate of Liudian in Jinan in the Northern Song Dynasty (960—L127), which is now in Shanghai Museum. This is the earliest print advertisement found in the world so far. After printing spread from China to the west, western advertising entered a new stage.

1473, William Kanks, the first British publisher, printed many printed advertisements promoting religious content and posted them on the streets of London. This is the earliest print advertisement in the West, which is three or four hundred years later than that in Liudian, China in the Northern Song Dynasty.

1622, nicolas brown and Thomas Cotchell founded the first English newspaper Weekly News, which was published in London. During this year, a book was advertised. 1650, in the column of "Proceedings of the National Assembly", a reward notice was published for finding the stolen 12 horse. Later, in 17 10, Addison and Steele published advertisements on promoting tea, coffee, chocolate, books and periodicals, real estate, patented drug auction items and transfer items in Observer magazine.

Before American independence, the first newspaper, Boston News Letter1704, which was founded on April 24th, published newspaper advertisements recommended to advertisers. Benjamin Franklin, who is regarded as the father of American advertising industry, founded Pennsylvania Daily on 1729, and put the advertising column in front of the first issue of the first edition. The first time it was published was an advertisement to promote soap. Among the American newspapers in the whole colony, Pennsylvania Daily ranked first in circulation and advertising volume. In this newspaper, we can often see advertisements promoting boats, feather products, books, tea and other commodities. Franklin was not only an advertising writer, but also an advertising manager and salesman. One of the most famous advertising works he chose to write was the sales advertisement made by Pennsylvania Fireplace Factory. This fireplace was later named "Franklin stove".

The advertisement is written like this:

Fireplaces with small ventilation holes can let cold air enter the room from every hole source, so it is very uncomfortable and dangerous to sit in front of this ventilation hole-and women, in particular, often get cold in the head, runny nose, crooked mouth and eyes because of the above reasons, and finally extend to the mandible and gums, which is one reason why many people in the north have good teeth but are damaged prematurely.

As can be seen from the above advertisements, Franklin, like smart advertising writers of his time, emphasized the benefits of using products instead of simply introducing them.

By 1830, there are l200 newspapers in America, of which 65 are daily newspapers. Most or all of the front pages of many newspapers are advertisements. The period from 1830 to 1850 is the era of leisure newspapers, because the price of each copy is a penny, the price is low, the sales volume is increased, and the advertising effect is correspondingly improved. While newspaper advertisements are popular, there are more and more magazine advertisements, and advertising agencies and advertising companies have emerged.

The development of modern advertising industry

With the emergence of capitalist mass production, the high development of commodity production, the huge exchange scale, the expansion of the market to the world, the fierce market competition, and the prosperity of science and technology, advertising can use various advanced media and technologies to convey economic information and promote sales, which has become an important means of promotion for industrial and commercial enterprises in developed countries. However, in advertisements, there are also phenomena of cheating and deceiving consumers. Therefore, all countries have formulated relevant laws and regulations and established relevant organizations to supervise them. Founded in 1938, the International Advertising Association is an international organization with 2,640 individual members and a large number of corporate members from more than 70 countries and regions.

After World War II, the further intensification of competition and the rapid development of science and technology promoted the rapid development of advertising industry. Television, video recorder, glass screen projection television, ink, paper, copying technology and color printing have all made great progress, magazines and newspapers have increased in large numbers, and electronic advertisements, neon advertisements, street sign advertisements, street car advertisements, point-of-sale advertisements, postal advertisements and advertising books and periodicals have appeared in large numbers, which has made the modern advertising industry develop unprecedentedly. Americans say: "You can pick up a newspaper or magazine, turn on the TV, open the mail, even walk on the road and answer a phone call, and you will be bombarded by advertising fatigue." From 1946 to 1959, the advertising industry in the United States tripled. During this period, the growth rate of advertising business exceeded the growth rate of national income, and the funds for purchasing advertising tools increased significantly. After the 1970s, it developed faster. According to statistics, the advertising expenditure of 1977 in the United States is as high as $37 billion, and about one third of every dollar of sales is used for advertising. At present, there are more than 3,800 advertising companies registered in the United States, with 200,000 employees, accounting for one thousandth of the national population, with a total investment of $654.38+$05.3 billion, ranking first in the global advertising industry.

Edit the essence of this advertisement.

There are two essences of advertising. One is the spread of advertising, which is a means and skill for advertisers to contact the audience. The other is that the function of advertising itself is to sell goods. Generally speaking, advertising is a kind of communication for the public; The elegance of art determines that its audience can only be a few, not the vast majority.

Therefore, successful advertising is the advertising culture accepted by the public, not the so-called elegant art divorced from reality. The effect of advertising determines its success to some extent. The advertisement of melatonin is successful, because it is very successful in positioning the gift concept of the working class, and the market share also shows this. Fundamentally speaking, it can only be successful in a short time, because its advertisements are not linked to the concept and function of health care products.

Edit the characteristics of this advertisement.

Advertising is different from general mass communication and publicity activities, mainly in:

1. Advertising is a communication tool, which transmits the information of a certain commodity to a group of users and consumers through the production or business organization (advertiser);

2. Advertising needs to be paid;

3. The communication activities carried out by advertisements are convincing;

4. Advertising is purposeful, planned and persistent;

Advertising is not only beneficial to advertisers, but also to the target audience, which can let users and consumers get useful information.

Edit the elements of this advertisement.

The elements of advertising are: advertisers, advertising companies, advertising media, advertising information, advertising creativity and skills, advertising audience and advertising cost.

Edit the category of this advertisement.

Due to different classification standards and different angles, there are many kinds of advertisements.

◇ Subject to the media.

newspaper advertisement

magazine advertising

television advertising

A cinema/movie advertisement

network advertising

packing ad

Broadcast advertisement

Poster advertisement

Buy some advertisements

Traffic advertisement

Direct mail advertisement

With the increase of new media, there will be more and more types of advertisements divided by media.

◇ Take the advertising purpose as the standard.

Product advertising

Enterprise advertisement

Brand advertisement

Concept advertisement

Public service announcement

◇ Take the advertising scope as the standard.

1. International Advertising 2. National advertisement 3. Local advertising. Regional advertisement

◇ Take the advertising communication object as the standard.

Consumer advertisement

Enterprise advertisement

◇ Take advertisers as the standard

Ordinary advertisement

Retail advertising

Six Chinese advertising words

The "weasel" advertising word weasel claims

The advertisement "Water is wet" claims.

The idea of "so what" advertising words "so what"

"Science or data" advertising words scientific or statistical claims

The advertising word of "flattering customers" advocates "flattering consumers"

"rhetorical question" advertising words rhetorical question

Edit this advertising survey method

1. Personal access method

Personal interview is a method to ask the respondents what they think of the advertisements of enterprises and what suggestions they have for the advertisements of enterprises. Generally, it is a predetermined sample family or individual. Advertising investigators carry advertising samples or audio and video tapes, ask questions according to the pre-designed survey manuscript, record the conversation in detail, and carefully observe the psychological activities of the respondents. During the interview, we should be good at creating a relaxed and pleasant atmosphere, try to make the interviewee tell the truth, and then sort out various opinions to improve the advertising work in the future. After the visit, the interviewees should be given souvenirs or paid a certain amount of remuneration.

2. Telephone survey method

Telephone survey method is to investigate the views of samples on corporate advertisements and how to advertise by telephone inquiry. The advantages of telephone survey method are: low cost, more people can be surveyed in a short time, and many people who can't visit alone can be investigated; You can hear the respondents' answers to the questions asked. Its disadvantages are: due to the limitation of call time, it is impossible to ask complicated content; Can't meet the interviewee directly; It is not easy to get each other's cooperation.

3. Recovery reaction method

Reply-by-letter method is an investigation method to attach samples, prizes and coupons to the advertisements of four major media products, ask interested buyers to reply samples and test consumers' responses in order to achieve the advertising effect.

To explore the advertising effect in this way, we should carefully count and sort out the replies. For those who reply to ask for samples, product performance specifications and place orders directly, they should reply quickly and deliver goods; Criticism and suggestions on advertising content should be taken seriously and improved one by one according to its reasonable degree. Those who make reasonable suggestions should be given certain rewards to show their encouragement.

4. Opinion reflection method

Opinion reflection method is an investigation method that invites consumers to evaluate the content of advertising works. This method is to select a certain number of consumers as the jury to evaluate the advertising works and contents, so as to decide the selection of advertising samples. There are two specific ways: one is to list several advertising drafts at a time, ask the delegates in turn what they think of each advertising sample content, evaluate which is better or worse, and arrange the order of each advertising draft after concentrating their opinions, so as to determine its existence value. Delete the uninterested samples, modify the imperfect manuscripts, and finally determine the advertising script to be put in. The other is to present two advertising samples at a time and ask the jury to make a comprehensive evaluation. We should not only evaluate the quality of the text content, but also pay special attention to whether the mode, title and central sentence are attractive and convincing to decide the final choice.

5. Memory method

Memory method is a test method to explore what readers have read and how much they can remember. It goes without saying that if readers have a clear and complete memory of what they read, it naturally shows that advertisements are very attractive. If related reading can attract readers, it can also arouse their interest and stimulate their buying behavior. Memory methods are generally divided into reconfirmation method, recall method and memory drum test method.

(1) reconfirmation method is to provide readers with the latest newspaper advertisements after the advertisements are published (you can go to the local post office to check the newspaper subscribers) and ask them if they have read them. If so, you can further query their memories.

(2) The idea is to ask the respondents which advertisements they have seen recently and how many advertisements they still remember. When asking questions, they don't prompt the published advertisements, but answer according to the personal impression of the respondents. If you don't give any clues, it is called pure thought; Those that provide some memory clues are called auxiliary thoughts.

(3) Memory drum test is a test method conducted in the laboratory. The memory drum consists of a motor, a timing device, a movable paper roll and a display window. During the test, the advertisement draft is written on the paper roll, and the motor is started, so that the words on the paper roll are regularly displayed line by line in the display window. After the interviewee sees part or all of the contents of the advertisement draft through the display window, the investigator can use the feedback to test the interviewee's memory of the contents of the advertisement draft.

6. Probation system

The supervision system is a system that advertisers, advertising companies or advertising media companies organize consumers, retail stores and experts to supervise their products, advertisements and promotional activities, and feed back information regularly.

If you watch advertisements, select some representatives from consumers, let them comment on the published and broadcast advertisements, make criticisms and suggestions, and feed back these opinions regularly. Advertisers or advertising companies sort out these materials, make statistical analysis, and use the analysis results as the basis for improving advertising content or advertising expression techniques, thus forming a long-term investigation system.

The problem we should pay attention to here is that the entrusted caretaker should be replaced regularly to prevent the client from leaving the position of the general consumer and paying only for it.

7. Program analysis method

Program analysis is a test to measure the audience's reaction to an advertising program or TV advertisement before it is broadcast.

The program analysis method is to set "positive" and "negative" buttons on both sides of the tested seat. With the change of the program or advertising screen, press "positive" to indicate fun, press "negative" to indicate boredom. If you feel at a loss, don't press the button. Testers draw interest response curves (or analyze them by computer) according to the changes of respondents' interest response, so as to test the attractiveness of programs or advertisements.

This method has a sense of compulsion. If the respondent is attracted by the program, the button time may be out of step with the program, resulting in the phenomenon of time disconnection, which brings some resistance to correctly determining the interest response.

Edit the main form of this advertisement.

Advertisements published, played, set up and posted in People's Republic of China (PRC) through newspapers, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms. Specifically including:

(a) the use of newspapers, periodicals, books, catalogues and other advertisements;

(two) the use of radio, television, movies, videos, slides and other advertisements;

(three) the use of streets, squares, airports, stations, docks and other buildings or spaces to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;

(four) the use of theaters, stadiums (gymnasiums), cultural centers, exhibition halls, hotels, restaurants, playgrounds, shopping malls and other places to set up and post advertisements;

(five) the use of cars, boats, planes and other means of transportation to set up, draw and post advertisements;

(six) mailing all kinds of advertising materials through the post office;

(seven) the use of gifts in kind for advertising;

(eight) the use of online e-mail, banners and other advertisements, a database marketing.

(9) Call center, a kind of database marketing.

(ten) the use of short messages (sms), MMS for advertising, a database marketing.

(eleven) the use of other media and forms to publish, set up and post advertisements.

Edit this advertising design concept

"Idea"-idea and eidos, both come from the verb idea (see). The original meaning refers to "seeing", that is, form, escaping to what the soul sees.

The original meaning-from perceptual knowledge, has a very rich meaning, which can not be expressed by abstract concepts. Therefore, some scholars argue that it is reasonable to translate this concept into Chinese. One of its basic provisions is "class indicated by a special nature", which is a reality that transcends individual things and serves as the basis of its existence. Modern meaning-the concept is gradually abstracted, and the meaning is reduced, but it has developed to different levels.

The concept of advertising design-according to the original intention, is obviously a concrete description of what advertising design is. Different concepts are different in size, height and length, which are eternal.

Edit the communication elements of corporate advertising culture in this paragraph.

One is the basic element, also known as the dominant element. It expands the atmosphere of advertising culture and strengthens the comprehensive function of advertising through sources, information, media, channels, objects and feedback. The other is the hidden element. It further broadens the function of advertising culture through emotional factors, psychological factors, time and space environment, cultural background and authority consciousness.

The new source, which constitutes the leading factor of advertising culture, refers to the source of information release, that is, advertisers, social organizations or individuals who want to release advertising information, mainly companies and enterprises in modern economic society. The information in dominant elements refers to the information about goods, services, ideas or public relations that advertisers want to publicize to consumers. The media in the dominant factor refers to the carrier that records and saves advertising information and then copies it. Media and advertising information are inseparable. Without media, advertising information would not exist, and there would be no dissemination and dissemination of advertising information. The channel in the leading factor refers to the way and channel of information transmission. For different advertising information, you can choose different advertising media. If the advertising information is text, you can choose print media; If the advertising information is audio-visual, we should choose electronic media and so on. The audience in the leading factor refers to the recipients and users of advertising information, that is, the specific advertising objects. Feedback in the dominant elements refers to the reaction of the advertising object after accepting the advertising information. In the process of communication, this is a kind of information reflux. Advertising communicators can test the effect of advertising according to feedback, and adjust and improve their advertising activities according to feedback information.