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广告的真实性是企业市场策略的重要内容 ,也是消费者维护自身权益的关键.企业与消费者在广告宣传与购买选择之间是对策的二个方面.该文将建立二个对策模型 ,对企业广告真实性选择问题做出分析.“,”The advertising authenticity is an important content of the business market strategies,and it is also a soul for the customers to protect their own self-equity.The advertising propagandism and purchase between the businesses and customers are the two aspects of the strategies.The author of this article analyses the advertising authenticity of the businesses by setting up two countermeasure patterns.