广告形式多种多样,五花八门广告的逛轰乱炸让受众对广告的免疫力越来越高,受众越来越难被说服,直接忽略或者拒绝成为目前大多数受众对待广告的一贯做法。同时,移动互联网的飞速发展,媒介呈现多元化,媒体环境也愈加复杂,广告主的需求也在变化。传递品牌信息仅仅是众多诉求中的小部分,他们希望品牌广告能更容易被受众接受,而不是直接忽略,通 There are various forms of advertisements, and the various advertisements of the booming bombers make the audience more and more immune to the advertisements. The audience is increasingly difficult to be convinced, and directly ignores or refuses to become the usual practice for most audiences to treat advertisements. At the same time, the rapid development of the mobile Internet, the media is diversified, the media environment is increasingly complex, and the needs of advertisers are also changing. Passing brand information is only a small part of many appeals. They hope that brand advertising can be more easily accepted by the audience instead of directly ignoring it.