传统的物本观广告以促进销售商品为根本和目的 ,人本观广告则以人为根本目的。人本观广告的崛起既是现代广告观念嬗变的结果 ,又与市场学观念发展、传播观念演进的新态势相一致。人本观广告呈现六个方面的特质 :视受众为生活者 ;注重全方位沟通、对话和共鸣 ;注重强化品牌 ,使生活者与品牌建立终身恋爱关系 ;注重艺术品位 ;注重社会责任感 ,关注文化建构。 The traditional concept of material advertising to promote the sale of goods as the fundamental and purpose, people-based advertising is the fundamental purpose of people. The rise of people-oriented advertising is not only the result of the evolution of modern advertising concept, but also coincides with the new trend of market concept development and communication concept evolution. People-based advertising presents six characteristics: depending on the audience as a living; pay attention to all-round communication, dialogue and resonance; focus on strengthening the brand, life and brand to establish lifelong relationships; pay attention to the artistic taste; pay attention to social responsibility, focus on culture Constructed.