随着3G技术的日益成熟和4G技术的不断推广,手机功能在媒体化的道路上一往无前。由于技术和政策的原因,尽管手机广告一经推出就受到热捧,但是,手机广告在发展过程中一直存在着不少问题。笔者在对4G背景下手机广告的优势进行全面分析的同时,提出促进手机广告正常健康运转的路径。 With the growing maturity of 3G technology and the continuous promotion of 4G technology, the mobile phone functions have never been seen before on the way of mediaization. Due to the technical and policy reasons, although mobile advertising has been touted as soon as it is launched, there are still many problems in the development of mobile advertising. While analyzing the advantages of mobile advertising under the 4G background, the author proposes a way to promote the normal and healthy operation of mobile advertising.