广告是市场经济的先导产业,也是一个国家文化水平的标志之一。随着知识经济的到来,广告行业越加壮大,可广告界中的“不和谐音符”却限制着广告业的发展,正是这些“不和谐音符”使中国广告在世界广告大奖赛上屡屡无功而返。这“不和谐音符”就是中国广告缺乏艺术性。广告是消费者观念在时代潮流中的渗透和折射,广告必须和人们的文化背景相契合,必须与时代潮流相携手,才能创造销售佳绩。时下,时代在前进,社会在发展,人们的知识文化水平也在不断得到提高,同时人们对广告的欣赏眼光也在提高,可是当今的广告却总不尽人意。因为广告与商业有着密不可分的联系,故一些广告人和商家认为广告没有什么艺术性可言,只是纯粹为了销售而广告。然而,恰恰相反,广告有广告的艺术。广告是一种宣传载体,优秀的广告犹如优秀的音乐,绘画作品一样,都具有艺术性。广告只 Advertising is the leading industry in the market economy and is also one of the hallmarks of a country’s cultural level. With the advent of the knowledge economy, the advertising industry has grown stronger. However, the “discordant notes” in the advertising industry have limited the development of the advertising industry. It is these “discordant notes” that make Chinese advertisements frequently used in the World Advertising Awards Come back. This “discordant note” is the lack of artistic advertising in China. Advertising is the infiltration and refraction of the concept of the consumer in the trend of the times. The advertisement must fit with the people’s cultural background and must work hand in hand with the trend of the times to create the sales success. Nowadays, the times are advancing, the society is developing, people’s knowledge and culture are constantly improving, and people’s eyes on advertising are improving. But today’s advertisements are always unsatisfactory. Because advertising and business are inextricably linked, some advertisers and merchants think the ads are artless, advertising only for sale. However, on the contrary, advertising has the art of advertising. Advertising is a kind of propaganda carrier. Excellent advertisements are like excellent music and paintings, all of them artistic. Advertising only