1078億元，廣告經(jīng)營(yíng)單位10萬戶，廣告從業(yè)人員87萬人。中國(guó)廣告業(yè)以近40％的平均年增長(zhǎng)速度，成為全球廣告業(yè)增長(zhǎng)最快的廣告市場(chǎng)一（DATA from http://www.people.com.cn/GB/14677/21966/36358/2774892.html）。但相對(duì)于西方成熟的廣告行業(yè)，中國(guó)的廣告業(yè)還處于發(fā)展的初級(jí)階段，廣告作品缺乏創(chuàng)意，廣告的表現(xiàn)手法傳統(tǒng)、羅嗦、復(fù)雜、趨同性太強(qiáng)，缺乏原創(chuàng)，沒有震撼力，廣告的商業(yè)性與藝術(shù)性的結(jié)合做的不夠好，很多廣告都給人似曾相識(shí)的感覺，與西方發(fā)達(dá)國(guó)家的廣告行業(yè)還有很大的差距。尤為突出的是中國(guó)廣告創(chuàng)意的缺乏，廣告創(chuàng)意給人印象最深刻的是作品的原創(chuàng)性，優(yōu)秀的廣告創(chuàng)意是國(guó)際語言，能在第一時(shí)間與受眾進(jìn)行溝通，產(chǎn)生共鳴。國(guó)外優(yōu)秀廣告有許多值得我們學(xué)習(xí)與借鑒的地方，西方廣告更以幽默、夸張、簡(jiǎn)潔、含蓄的創(chuàng)意風(fēng)格見長(zhǎng)。
2. Status of China's advertising industry
As we all know, the advertising has been described as a barometer of a country's economic development. And there is a very close linkage between the advertising and the country’s economic development. With the reform and opening up in 1979, China's economic grows rapidly and stably. The advertising industry as a new one in China has developed rapidly. The adverting annual turnover /reach RMB 107.8 billion yuan, and there are 100,000 households advertising agencies with 870,000 practitioners in Advertising till 2003. The annual growth rate of China's advertising industry is nearly 40%, and it has become one of the fastest growing advertising markets in the world (DATA from http://www.people.com.cn/GB/14677/21966/36358/2774892.html). But compared to the Western mature advertising industry, China’s advertising industry is still in its initial development stage. The ad works are lack of originality, and the performance is traditional, lengthy, complex and strongly similar without shock power. The combination of commercial and artistic is not done well enough and a lot of advertising give people familiar feelings. So that there is still a very big gap between China’s advertising industry and western. China's advertising is particularly conspicuous lack of creativity. Advertising creativity is the most impressive of originality, and excellent ad creativity is an