在中国,广告巳逐渐成为许多企业的共识。近几年来广告的迅猛发展表明了这一点。但是,我们看报纸或电视广告,就会发现,许多广告的诉求对象是不明确的。也就是说,广告的商品的购买者或使用者是谁?广告想要吸引哪些消费者的注意?这些常常是模糊的。在很多广告主看来,其产品的 In China, advertising has gradually become the consensus of many companies. The rapid development of advertising in recent years shows this. However, when we look at newspapers or TV commercials, we will find that the object of appeal for many advertisements is not clear. That is, who is the purchaser or user of the advertised product, which consumers are the advertisers trying to attract? These are often vague. For many advertisers, its products