广告传媒是一种可以有效促进档案宣传工作开展的方式之一。以往的观点认为广告和传媒是两种截然不同的概念,但是在阐释广告或传媒的相关观点时,又会不自觉地将二者互相混淆。笔者认为,广告与传媒在相互矛盾的同时又相互联系,广告是一种借助媒介对客体进行传播从而达到某种特定目的的活动,而传媒是主体传播信息的媒介,因此,为了实现传播活动更好地进行,笔者提出将广告与传媒整合提出新的概念,即“广告传媒是广告主体通过有偿取得的多种传媒对传 Advertising media is one of the ways to promote the promotion of archives effectively. The past view that advertising and the media are two completely different concepts, but when interpreting advertising or media related point of view, they will unconsciously confuse the two. The author believes that advertising and media are mutually contradictory and interrelated at the same time. Advertisement is an activity that uses media to communicate the object to achieve a specific purpose. Media is the media that the subject transmits information. Therefore, in order to achieve more communication activities Well done, the author proposed the integration of advertising and media to put forward a new concept, that is ”advertising media is the main body of advertising through paid access to a variety of media