新媒体时代,信息的泛滥极大地冲击了广告的传播,削弱了传统广告的效果,广告也越来越依赖信息语境。在这些信息语境中,评论文本直接影响了广告意义生成与解读,意义重大。目前学术界还未足够重视评论文本对广告的影响,也未见较为深入的相关研究。本文结合具体的案例,首先归纳了新媒体时代评论文本的特点,接着分析评论文本如何影响广告的意义生成,进而总结广告如何利用评论文本增强效果,从而为新媒体时代的广告运作提供理论依据和技巧提示。 In the era of new media, the proliferation of information has greatly affected the dissemination of advertisements, undermined the effect of traditional advertisements, and advertising has become increasingly dependent on the information context. In these contexts of information, the comment text has a direct impact on the generation and interpretation of advertising meanings. At present, the academic circles have not paid enough attention to the impact of the comment texts on advertisements and have not seen more in-depth studies. Based on the specific case, this article first summarizes the characteristics of the comment texts in the new media era, and then analyzes how the comment texts influence the generation of advertisements, and then summarizes how advertisements use the comment texts to enhance their effectiveness so as to provide a theoretical basis for advertising operation in the new media era. Tips.