摘要
现代广告业属于知识密集、技术密集和人才密集的高新技术产业。广告不但积极引导、拓展现实需求，而且刺激人们的潜在需求，创造新的消费市场和模式。现代广告作为一种社会经济过程，必须建立在法律和道德基础上．把社会利益作为第一目标，直接为市场经济服务，这就是大广告的观念。
Modern advertising is a knowledge-intensive. technology-intensive and qualified men intensive industry with hi-tech. Not only can advertising conduct realistic demands, but alsocan stimulate potential desire, forming new consumer markets. As a social and economic activity, modern advertising should be based on moral and laws with social benefits as the first target.which is the board concept of advertising.
