市场经济的浪潮驱动了广告的飞速发展,各种各样的广告信息包围着广告主的目标受众。如何在众多的广告信息中脱颖而出,如何有效地争夺目标受众的有限的注意力资源。将话题与广告结合起来,让话题中隐藏广告,广告中暗含话题,成为经济有效的广告手段。本文从传播学的角度对广告传播的话题设置进行探索研究。简要分析话题广告的传播原理和设置策略。 The tide of market economy has driven the rapid development of advertising, advertising information surrounded by a variety of advertisers target audience. How to stand out in a large number of advertising information, how to effectively compete for the limited attention of the target audience resources. Combine the topic with the advertisement, hide the advertisement in the topic, the topic in the advertisement, become the economical effective advertisement means. This article explores the topic setting of advertising communication from the perspective of communication science. A brief analysis of the topic of communication advertising principles and settings strategy.