“广告是叫卖的艺术,是以一两银子换一两金子的艺术”。它通过向消费者传递有关产品的特性、消费者益处、品牌形象等信息,使其在购买前,就对广告品牌形成良好的心理倾向。作为大众沟通方式,广告的传播方式多数是单向。广告在现代生活方式中无处不在,它不但影响广告主和广告受众的行为,还影响到国家的社会和经济生活。笔者正是基于对广告本身的传播特点及其重要性的认识,列出以下广告创作中常遇到的四对矛盾来探讨,它们是(1)社会公众利益与广告主的个 “Advertising is the art of hawking, the art of changing one or two pieces of silver for one gold.” By conveying information about the characteristics of the product, consumer benefits, and brand image to the consumer, it creates a good psychological predisposition to the advertising brand before it is bought. As a way to communicate with the public, the majority of advertising is one way. Advertising is ubiquitous in modern lifestyles, affecting not only the behavior of advertisers and advertisers, but also the social and economic life of the country. The author is based on the advertising itself, the characteristics of communication and its importance, listed in the following advertising often encountered four pairs of contradictions to explore, they are (1) the public interest and advertisers