中国当代消费形态下的广告理论述评

中国用几十年走完了西方发达国家一个世纪的经济发展历程，各种理论在中国广告市场得到广泛实践。这些广告理论与消费形态是否契舍，决定了广告理论能否正确地指导实践、引导消费。中国当代消费形态是以消费者为中心，并呈现出许多中国特色，因此，必须进一步完善和发展广告理论以适应新消费形态。

On Advertising Theories under the Current Consuming Modality of China

With several decades, China experienced the process of economic development which lasted one century in Western developed countries. Every kind of theories has come into practice in China＇s advertising market, Whether these advertising theories conform to the consuming modality plays a decisive role in guiding practice and leading consumption, Through documentary analysis and market observation, the author finds out that it is the consumer that the current consuming modality centers on, and puts forward the developing trend of advertising theories under new consuming modality.