本文从广告的话语形式、广告话语的编码和解码、广告话语在多元化时代的霸权地位三个方面论述了广告话语所具有的霸权话语属性 ,以及这种霸权话语形成的经济基础、社会基础和文化基础。作者认为 ,广告的话语霸权是资本和资本的逐利行为造成的 ,是市场经济的必然现象。广告话语形成在广告的编码过程中 ;广告话语霸权形成在现代传媒的强势传播和受者的解码过程中。广告话语霸权塑造商品品牌 ,并成为全球化的先锋。广告话语霸权是市场的选择、强者的逻辑 ,同时它又引发文化的反思和对现代人生存状态的深层次思考 This article discusses the hedonic discourse attributes of advertising discourse from three aspects: the discourse form of advertising, the encoding and decoding of advertising discourse, the advertising discourse in the hegemony of pluralistic times, and the economic basis, social foundation and social foundation of this discourse of hegemony Cultural basis. The author believes that the discourse hegemony of advertising is caused by the profit-seeking behavior of capital and capital and is the inevitable phenomenon of market economy. Advertising discourse is formed in the process of coding of advertisements; advertisement discourse hegemony is formed in the process of the powerful transmission of modern media and the decoding of recipients. Advertising discourse hegemony shape the brand, and become the vanguard of globalization. Adverbial hegemony is the choice of the market, the logic of the strong, and at the same time, it leads to the reflection of culture and deep reflection on the living conditions of modern people