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市场经济的发展,带动了广告业的空前繁荣,全国各地无处不见五光十色,多姿多彩的牌匾,字号。为争市场,商家们绞尽脑汁地展示自己的招牌,唯恐吸引不住路人目光和注意力。改革开放后,外商的广告宣传,使国人打开眼界,诸如日本的SONY、Panasonic、Toshiba. 美国的麦当劳、肯德基、切诺基,德国的西门子、本田、宝马,荷兰的飞利浦,意大利的菲亚特等大商家,把他们的品牌商标,矗立在街角楼顶最显眼的地方,或居高临下,或用通明灯大照耀、衬托,以显示其商业强势。发达国家几百年的经验,告诉人们就是如此这般地以广告招徕、抢占市场、赢得商机、获取效益的。对中国人来说,这样的广告宣传可供效仿和借鉴了吧?但在我国市场上却出现了某些相悖的情况。
The development of the market economy has led to unprecedented prosperity in the advertising industry. There is no place to see colorful, colorful plaques and sizes everywhere across the country. In order to compete for the market, merchants rack their brains to display their own signs, lest they could not attract the attention and attention of passers-by. After the reform and opening up, foreign businessmen’s advertising has opened up the eyes of the Chinese, such as Japanese SONY, Panasonic, Toshiba, McDonald’s in the United States, KFC, Cherokee, Siemens, Honda, BMW in Germany, Philips in the Netherlands, and Fiat in Italy. Put their brand names on the most prominent place on the corner of the street corner, or condescending, or brightly lit with bright lights to show their commercial strength. The experience of developed countries for hundreds of years tells people that it is such an advertisement that attracts, seizes the market, wins business opportunities, and obtains benefits. For the Chinese people, such advertising can be used to emulate and draw lessons from it, but there have been some ambiguous situations in the Chinese market.