宣传广告思维导图

# 宣传广告思维导图

-   **核心目标 (Core Objective)**
    -   提升品牌知名度 (Increase Brand Awareness)
        -   让更多潜在消费者了解并记住品牌 (Make more potential consumers know and remember the brand)
        -   通过大规模曝光或病毒式传播实现 (Achieved through mass exposure or viral spread)
    -   刺激销售增长 (Stimulate Sales Growth)
        -   直接引导购买行为，增加产品或服务销量 (Directly guide purchasing behavior, increase product or service sales)
        -   通常伴随促销信息、限时优惠等 (Usually accompanied by promotional information, limited-time offers, etc.)
    -   塑造品牌形象 (Shape Brand Image)
        -   传递品牌价值观、个性和文化内涵 (Convey brand values, personality, and cultural connotations)
        -   建立正面、独特、有吸引力的品牌形象 (Establish a positive, unique, attractive brand image)
    -   改变消费者行为 (Change Consumer Behavior)
        -   促使消费者尝试新产品、增加使用频率或改变购买习惯 (Prompt consumers to try new products, increase usage frequency, or change purchasing habits)
        -   教育市场，推广新的生活方式或观念 (Educate the market, promote new lifestyles or concepts)
    -   建立客户忠诚度 (Build Customer Loyalty)
        -   与消费者建立情感连接，提高满意度 (Build emotional connections with consumers, improve satisfaction)
        -   鼓励重复购买和口碑传播 (Encourage repeat purchases and word-of-mouth spread)
    -   区分竞争对手 (Differentiate from Competitors)
        -   突出自身独特优势，让消费者选择你的产品 (Highlight unique advantages, make consumers choose your product)
        -   在同类市场中建立差异化定位 (Establish differentiated positioning in similar markets)

-   **目标受众 (Target Audience)**
    -   用户画像 (User Persona)
        -   详细描述典型用户的年龄、性别、职业、收入、教育程度 (Detailed description of typical users' age, gender, occupation, income, education level)
        -   分析他们的生活方式、兴趣爱好、价值观、个性特征 (Analyze their lifestyle, interests, values, personality traits)
    -   需求与痛点 (Needs and Pain Points)
        -   了解目标受众未被满足的需求、遇到的问题和困扰 (Understand the target audience's unmet needs, problems, and difficulties)
        -   确定广告应如何提出解决方案 (Determine how the advertisement should propose solutions)
    -   购买决策路径 (Purchase Decision Journey)
        -   了解受众从认知到购买再到忠诚的整个过程 (Understand the entire process from awareness to purchase to loyalty)
        -   在不同阶段投放合适的广告信息 (Place appropriate advertising messages at different stages)
    -   媒体接触习惯 (Media Consumption Habits)
        -   了解受众经常接触的媒体渠道和内容类型 (Understand the media channels and content types the audience frequently consumes)
        -   指导媒体投放策略 (Guide media placement strategy)
    -   地域性特征 (Geographic Characteristics)
        -   考虑不同地域的文化、消费习惯差异 (Consider cultural and consumption habit differences in different regions)
        -   进行区域性广告投放或调整 (Perform regional advertising placement or adjustments)

-   **信息内容与创意 (Message Content and Creativity)**
    -   核心卖点 (Core Selling Proposition - USP)
        -   产品或服务最独特、最能吸引目标受众的优势 (The most unique and appealing advantage of the product or service to the target audience)
        -   广告信息应围绕USP展开 (Advertising messages should revolve around the USP)
    -   情感诉求 (Emotional Appeal)
        -   唤起受众的喜悦、恐惧、爱、同情等情感 (Evoke emotions in the audience such as joy, fear, love, sympathy, etc.)
        -   通过情感连接建立品牌认同 (Build brand identity through emotional connection)
    -   理性诉求 (Rational Appeal)
        -   基于事实、数据、逻辑和论证来说服受众 (Persuade the audience based on facts, data, logic, and arguments)
        -   强调产品的功能、性能、价格、性价比等 (Emphasize the product's function, performance, price, cost-effectiveness, etc.)
    -   故事叙述 (Storytelling)
        -   用引人入胜的故事形式传达品牌理念或产品信息 (Convey brand philosophy or product information in a compelling storytelling format)
        -   提高广告的感染力和记忆度 (Enhance the appeal and memorability of the advertisement)
    -   创意表现形式 (Creative Expression Forms)
        -   确定广告的视觉、听觉、文字风格 (Determine the visual, auditory, and textual style of the advertisement)
        -   运用幽默、悬疑、温情、震撼等不同的表现手法 (Use different expressive techniques such as humor, suspense, warmth, shock, etc.)
    -   号召性用语 (Call to Action - CTA)
        -   清晰明确地引导受众执行期望的行动 (Clearly and explicitly guide the audience to perform the desired action)
        -   例如：立即购买、了解更多、注册会员、访问网站等 (e.g., Buy Now, Learn More, Sign Up, Visit Website, etc.)
    -   简洁与易懂 (Conciseness and Understandability)
        -   信息应精炼，易于受众快速理解和记住 (Information should be concise and easy for the audience to quickly understand and remember)
        -   避免使用过于专业或模糊的语言 (Avoid using overly specialized or vague language)

-   **传播渠道与媒介 (Communication Channels and Media)**
    -   线上媒体 (Online Media)
        -   社交媒体 (Social Media): 微信、微博、抖音、快手、小红书等平台投放，内容营销，社交互动 (Placement on platforms like WeChat, Weibo, Douyin, Kuaishou, Xiaohongshu, content marketing, social interaction)
        -   搜索引擎营销 (SEM): SEO优化和搜索引擎广告投放 (SEO optimization and search engine ad placement)
        -   内容营销 (Content Marketing): 创作和发布有价值的内容，如文章、博客、视频、播客 (Create and publish valuable content, such as articles, blogs, videos, podcasts)
        -   电子邮件营销 (Email Marketing): 通过邮件列表直接与潜在或现有客户沟通 (Directly communicate with potential or existing customers through email lists)
        -   程序化广告 (Programmatic Advertising): 利用技术进行自动化广告购买和投放，实现精准受众定向 (Use technology for automated ad buying and placement, achieve precise audience targeting)
        -   联盟营销 (Affiliate Marketing): 与KOL、博主、网站等合作推广 (Cooperate with KOLs, bloggers, websites, etc. for promotion)
        -   应用内广告 (In-App Advertising): 在手机应用内投放广告 (Place advertisements within mobile applications)
    -   线下媒体 (Offline Media)
        -   电视广告 (TV Advertising): 覆盖面广，视觉和听觉效果强 (Wide coverage, strong visual and auditory effects)
        -   广播广告 (Radio Advertising): 伴随性强，成本相对较低 (Strong companionship, relatively low cost)
        -   报纸杂志广告 (Newspaper and Magazine Advertising): 适合深度信息传递，目标受众明确 (Suitable for in-depth information transmission, clear target audience)
        -   户外广告 (Outdoor Advertising): 广告牌、公交站、地铁等，地理位置优势，视觉冲击力 (Billboards, bus stops, subways, etc., geographic location advantage, visual impact)
        -   活动营销与赞助 (Event Marketing and Sponsorship): 通过参与或赞助活动提升品牌曝光和关联度 (Improve brand exposure and association by participating in or sponsoring events)
        -   公关活动 (Public Relations): 通过新闻发布、媒体关系等方式提升品牌形象和公信力 (Enhance brand image and credibility through press releases, media relations, etc.)
        -   直邮广告 (Direct Mail Advertising): 针对特定人群寄送印刷品广告 (Send printed advertisements targeting specific groups)
        -   店内广告 (In-store Advertising): 在零售店内进行的广告活动 (Advertising activities conducted within retail stores)

-   **预算与成本控制 (Budget and Cost Control)**
    -   确定总体预算 (Determine Overall Budget)
        -   根据宣传目标、市场规模和预期效果设定总投入 (Set total investment based on propaganda goals, market size, and expected results)
        -   考虑竞争环境和自身资源 (Consider competitive environment and own resources)
    -   分配渠道预算 (Allocate Channel Budget)
        -   根据各渠道的触达能力、效果、成本和目标受众分布进行分配 (Allocate based on the reach, effectiveness, cost, and target audience distribution of each channel)
        -   灵活调整预算分配 (Flexibly adjust budget allocation)
    -   控制制作成本 (Control Production Costs)
        -   优化创意和制作流程，降低广告内容的制作费用 (Optimize creative and production processes, reduce the production cost of advertising content)
        -   与供应商议价，控制外部服务费用 (Negotiate with suppliers, control external service fees)
    -   监控投放成本 (Monitor Placement Costs)
        -   密切关注各渠道的投放费用，避免超支 (Closely monitor the placement costs of each channel, avoid overspending)
        -   利用竞价、优化工具降低单位成本 (Use bidding, optimization tools to reduce unit cost)
    -   衡量投入产出比 (Measure Return on Investment - ROI)
        -   持续评估广告投入带来的效果，计算ROI (Continuously evaluate the results brought by advertising investment, calculate ROI)
        -   确保广告投资的有效性 (Ensure the effectiveness of advertising investment)

-   **效果评估与优化 (Performance Measurement and Optimization)**
    -   设定关键绩效指标 (Set Key Performance Indicators - KPIs)
        -   根据核心目标设定具体、可衡量、可达成、相关性强、有时限的指标 (Set specific, measurable, achievable, relevant, time-bound indicators based on core objectives)
        -   例如：品牌知名度提升百分比、网站访问量、转化率、销售额、用户获取成本 (e.g., percentage increase in brand awareness, website traffic, conversion rate, sales revenue, user acquisition cost)
    -   数据收集与跟踪 (Data Collection and Tracking)
        -   利用分析工具、监测系统等收集广告投放过程中的各项数据 (Use analysis tools, monitoring systems, etc. to collect various data during advertising placement)
        -   包括曝光量、点击量、互动量、转化数据等 (Including impressions, clicks, interactions, conversion data, etc.)
    -   数据分析与洞察 (Data Analysis and Insight)
        -   对收集到的数据进行深入分析，了解广告表现 (Conduct in-depth analysis of collected data to understand advertising performance)
        -   识别成功的要素和存在的问题 (Identify successful factors and existing problems)
        -   发现目标受众的行为模式和偏好 (Discover target audience behavior patterns and preferences)
    -   A/B测试 (A/B Testing)
        -   对不同的广告文案、图片、落地页等进行对比测试 (Conduct comparative tests on different ad copy, images, landing pages, etc.)
        -   选择效果最优的版本进行推广 (Choose the best-performing version for promotion)
    -   优化迭代 (Optimization and Iteration)
        -   根据数据分析结果，持续优化广告创意、投放渠道、预算分配、定向设置等 (Continuously optimize advertising creativity, placement channels, budget allocation, targeting settings, etc. based on data analysis results)
        -   形成“投放-监测-分析-优化”的闭环 (Form a closed loop of "placement-monitoring-analysis-optimization")
    -   评估长期影响 (Evaluate Long-term Impact)
        -   除了短期销售数据，也应评估广告对品牌资产、客户忠诚度等长期影响 (In addition to short-term sales data, also evaluate the long-term impact of advertising on brand equity, customer loyalty, etc.)

-   **法律与道德规范 (Legal and Ethical Norms)**
    -   遵守广告法律法规 (Comply with Advertising Laws and Regulations)
        -   了解并遵守国家、地方以及行业相关的广告法律法规 (Understand and comply with national, local, and industry-related advertising laws and regulations)
        -   例如：《广告法》、《反不正当竞争法》等 (e.g., "Advertising Law", "Anti-Unfair Competition Law", etc.)
    -   确保广告内容的真实性 (Ensure the Truthfulness of Advertising Content)
        -   广告宣传的内容必须真实、准确，有事实依据 (Advertising content must be true, accurate, and based on facts)
        -   不得作虚假或者引人误解的宣传 (No false or misleading propaganda is allowed)
    -   避免歧视与偏见 (Avoid Discrimination and Bias)
        -   广告内容不得含有民族、种族、宗教、性别等方面的歧视性内容 (Advertising content must not contain discriminatory content based on ethnicity, race, religion, gender, etc.)
        -   应传递平等、尊重的价值观 (Should convey values of equality and respect)
    -   保护消费者权益 (Protect Consumer Rights)
        -   广告不得损害消费者的人身安全、财产安全和合法权益 (Advertising must not harm consumers' personal safety, property safety, and legitimate rights)
        -   不得欺骗、误导消费者 (Must not deceive or mislead consumers)
    -   尊重知识产权 (Respect Intellectual Property Rights)
        -   广告中使用的一切素材（文字、图片、音乐、视频等）均需获得合法授权 (All materials used in advertising (text, images, music, videos, etc.) must be legally authorized)
        -   不得侵犯他人的专利权、商标权、著作权等 (Must not infringe on others' patent rights, trademark rights, copyrights, etc.)
    -   履行社会责任 (Fulfill Social Responsibility)
        -   广告应具有积极的社会导向，传播正能量 (Advertising should have a positive social orientation and spread positive energy)
        -   避免低俗、暴力、过度煽情等可能对社会造成负面影响的内容 (Avoid vulgar, violent, overly sensational content that may have negative social impact)
        -   关注环境保护、公共健康等议题 (Pay attention to issues such as environmental protection, public health, etc.)

宣传广告思维导图

核心目标 (Core Objective)
- 提升品牌知名度 (Increase Brand Awareness)
  - 让更多潜在消费者了解并记住品牌 (Make more potential consumers know and remember the brand)
  - 通过大规模曝光或病毒式传播实现 (Achieved through mass exposure or viral spread)
- 刺激销售增长 (Stimulate Sales Growth)
  - 直接引导购买行为，增加产品或服务销量 (Directly guide purchasing behavior, increase product or service sales)
  - 通常伴随促销信息、限时优惠等 (Usually accompanied by promotional information, limited-time offers, etc.)
- 塑造品牌形象 (Shape Brand Image)
  - 传递品牌价值观、个性和文化内涵 (Convey brand values, personality, and cultural connotations)
  - 建立正面、独特、有吸引力的品牌形象 (Establish a positive, unique, attractive brand image)
- 改变消费者行为 (Change Consumer Behavior)
  - 促使消费者尝试新产品、增加使用频率或改变购买习惯 (Prompt consumers to try new products, increase usage frequency, or change purchasing habits)
  - 教育市场，推广新的生活方式或观念 (Educate the market, promote new lifestyles or concepts)
- 建立客户忠诚度 (Build Customer Loyalty)
  - 与消费者建立情感连接，提高满意度 (Build emotional connections with consumers, improve satisfaction)
  - 鼓励重复购买和口碑传播 (Encourage repeat purchases and word-of-mouth spread)
- 区分竞争对手 (Differentiate from Competitors)
  - 突出自身独特优势，让消费者选择你的产品 (Highlight unique advantages, make consumers choose your product)
  - 在同类市场中建立差异化定位 (Establish differentiated positioning in similar markets)
目标受众 (Target Audience)
- 用户画像 (User Persona)
  - 详细描述典型用户的年龄、性别、职业、收入、教育程度 (Detailed description of typical users' age, gender, occupation, income, education level)
  - 分析他们的生活方式、兴趣爱好、价值观、个性特征 (Analyze their lifestyle, interests, values, personality traits)
- 需求与痛点 (Needs and Pain Points)
  - 了解目标受众未被满足的需求、遇到的问题和困扰 (Understand the target audience's unmet needs, problems, and difficulties)
  - 确定广告应如何提出解决方案 (Determine how the advertisement should propose solutions)
- 购买决策路径 (Purchase Decision Journey)
  - 了解受众从认知到购买再到忠诚的整个过程 (Understand the entire process from awareness to purchase to loyalty)
  - 在不同阶段投放合适的广告信息 (Place appropriate advertising messages at different stages)
- 媒体接触习惯 (Media Consumption Habits)
  - 了解受众经常接触的媒体渠道和内容类型 (Understand the media channels and content types the audience frequently consumes)
  - 指导媒体投放策略 (Guide media placement strategy)
- 地域性特征 (Geographic Characteristics)
  - 考虑不同地域的文化、消费习惯差异 (Consider cultural and consumption habit differences in different regions)
  - 进行区域性广告投放或调整 (Perform regional advertising placement or adjustments)
信息内容与创意 (Message Content and Creativity)
- 核心卖点 (Core Selling Proposition - USP)
  - 产品或服务最独特、最能吸引目标受众的优势 (The most unique and appealing advantage of the product or service to the target audience)
  - 广告信息应围绕USP展开 (Advertising messages should revolve around the USP)
- 情感诉求 (Emotional Appeal)
  - 唤起受众的喜悦、恐惧、爱、同情等情感 (Evoke emotions in the audience such as joy, fear, love, sympathy, etc.)
  - 通过情感连接建立品牌认同 (Build brand identity through emotional connection)
- 理性诉求 (Rational Appeal)
  - 基于事实、数据、逻辑和论证来说服受众 (Persuade the audience based on facts, data, logic, and arguments)
  - 强调产品的功能、性能、价格、性价比等 (Emphasize the product's function, performance, price, cost-effectiveness, etc.)
- 故事叙述 (Storytelling)
  - 用引人入胜的故事形式传达品牌理念或产品信息 (Convey brand philosophy or product information in a compelling storytelling format)
  - 提高广告的感染力和记忆度 (Enhance the appeal and memorability of the advertisement)
- 创意表现形式 (Creative Expression Forms)
  - 确定广告的视觉、听觉、文字风格 (Determine the visual, auditory, and textual style of the advertisement)
  - 运用幽默、悬疑、温情、震撼等不同的表现手法 (Use different expressive techniques such as humor, suspense, warmth, shock, etc.)
- 号召性用语 (Call to Action - CTA)
  - 清晰明确地引导受众执行期望的行动 (Clearly and explicitly guide the audience to perform the desired action)
  - 例如：立即购买、了解更多、注册会员、访问网站等 (e.g., Buy Now, Learn More, Sign Up, Visit Website, etc.)
- 简洁与易懂 (Conciseness and Understandability)
  - 信息应精炼，易于受众快速理解和记住 (Information should be concise and easy for the audience to quickly understand and remember)
  - 避免使用过于专业或模糊的语言 (Avoid using overly specialized or vague language)
传播渠道与媒介 (Communication Channels and Media)
- 线上媒体 (Online Media)
  - 社交媒体 (Social Media): 微信、微博、抖音、快手、小红书等平台投放，内容营销，社交互动 (Placement on platforms like WeChat, Weibo, Douyin, Kuaishou, Xiaohongshu, content marketing, social interaction)
  - 搜索引擎营销 (SEM): SEO优化和搜索引擎广告投放 (SEO optimization and search engine ad placement)
  - 内容营销 (Content Marketing): 创作和发布有价值的内容，如文章、博客、视频、播客 (Create and publish valuable content, such as articles, blogs, videos, podcasts)
  - 电子邮件营销 (Email Marketing): 通过邮件列表直接与潜在或现有客户沟通 (Directly communicate with potential or existing customers through email lists)
  - 程序化广告 (Programmatic Advertising): 利用技术进行自动化广告购买和投放，实现精准受众定向 (Use technology for automated ad buying and placement, achieve precise audience targeting)
  - 联盟营销 (Affiliate Marketing): 与KOL、博主、网站等合作推广 (Cooperate with KOLs, bloggers, websites, etc. for promotion)
  - 应用内广告 (In-App Advertising): 在手机应用内投放广告 (Place advertisements within mobile applications)
- 线下媒体 (Offline Media)
  - 电视广告 (TV Advertising): 覆盖面广，视觉和听觉效果强 (Wide coverage, strong visual and auditory effects)
  - 广播广告 (Radio Advertising): 伴随性强，成本相对较低 (Strong companionship, relatively low cost)
  - 报纸杂志广告 (Newspaper and Magazine Advertising): 适合深度信息传递，目标受众明确 (Suitable for in-depth information transmission, clear target audience)
  - 户外广告 (Outdoor Advertising): 广告牌、公交站、地铁等，地理位置优势，视觉冲击力 (Billboards, bus stops, subways, etc., geographic location advantage, visual impact)
  - 活动营销与赞助 (Event Marketing and Sponsorship): 通过参与或赞助活动提升品牌曝光和关联度 (Improve brand exposure and association by participating in or sponsoring events)
  - 公关活动 (Public Relations): 通过新闻发布、媒体关系等方式提升品牌形象和公信力 (Enhance brand image and credibility through press releases, media relations, etc.)
  - 直邮广告 (Direct Mail Advertising): 针对特定人群寄送印刷品广告 (Send printed advertisements targeting specific groups)
  - 店内广告 (In-store Advertising): 在零售店内进行的广告活动 (Advertising activities conducted within retail stores)
预算与成本控制 (Budget and Cost Control)
- 确定总体预算 (Determine Overall Budget)
  - 根据宣传目标、市场规模和预期效果设定总投入 (Set total investment based on propaganda goals, market size, and expected results)
  - 考虑竞争环境和自身资源 (Consider competitive environment and own resources)
- 分配渠道预算 (Allocate Channel Budget)
  - 根据各渠道的触达能力、效果、成本和目标受众分布进行分配 (Allocate based on the reach, effectiveness, cost, and target audience distribution of each channel)
  - 灵活调整预算分配 (Flexibly adjust budget allocation)
- 控制制作成本 (Control Production Costs)
  - 优化创意和制作流程，降低广告内容的制作费用 (Optimize creative and production processes, reduce the production cost of advertising content)
  - 与供应商议价，控制外部服务费用 (Negotiate with suppliers, control external service fees)
- 监控投放成本 (Monitor Placement Costs)
  - 密切关注各渠道的投放费用，避免超支 (Closely monitor the placement costs of each channel, avoid overspending)
  - 利用竞价、优化工具降低单位成本 (Use bidding, optimization tools to reduce unit cost)
- 衡量投入产出比 (Measure Return on Investment - ROI)
  - 持续评估广告投入带来的效果，计算ROI (Continuously evaluate the results brought by advertising investment, calculate ROI)
  - 确保广告投资的有效性 (Ensure the effectiveness of advertising investment)
效果评估与优化 (Performance Measurement and Optimization)
- 设定关键绩效指标 (Set Key Performance Indicators - KPIs)
  - 根据核心目标设定具体、可衡量、可达成、相关性强、有时限的指标 (Set specific, measurable, achievable, relevant, time-bound indicators based on core objectives)
  - 例如：品牌知名度提升百分比、网站访问量、转化率、销售额、用户获取成本 (e.g., percentage increase in brand awareness, website traffic, conversion rate, sales revenue, user acquisition cost)
- 数据收集与跟踪 (Data Collection and Tracking)
  - 利用分析工具、监测系统等收集广告投放过程中的各项数据 (Use analysis tools, monitoring systems, etc. to collect various data during advertising placement)
  - 包括曝光量、点击量、互动量、转化数据等 (Including impressions, clicks, interactions, conversion data, etc.)
- 数据分析与洞察 (Data Analysis and Insight)
  - 对收集到的数据进行深入分析，了解广告表现 (Conduct in-depth analysis of collected data to understand advertising performance)
  - 识别成功的要素和存在的问题 (Identify successful factors and existing problems)
  - 发现目标受众的行为模式和偏好 (Discover target audience behavior patterns and preferences)
- A/B测试 (A/B Testing)
  - 对不同的广告文案、图片、落地页等进行对比测试 (Conduct comparative tests on different ad copy, images, landing pages, etc.)
  - 选择效果最优的版本进行推广 (Choose the best-performing version for promotion)
- 优化迭代 (Optimization and Iteration)
  - 根据数据分析结果，持续优化广告创意、投放渠道、预算分配、定向设置等 (Continuously optimize advertising creativity, placement channels, budget allocation, targeting settings, etc. based on data analysis results)
  - 形成“投放-监测-分析-优化”的闭环 (Form a closed loop of "placement-monitoring-analysis-optimization")
- 评估长期影响 (Evaluate Long-term Impact)
  - 除了短期销售数据，也应评估广告对品牌资产、客户忠诚度等长期影响 (In addition to short-term sales data, also evaluate the long-term impact of advertising on brand equity, customer loyalty, etc.)
法律与道德规范 (Legal and Ethical Norms)
- 遵守广告法律法规 (Comply with Advertising Laws and Regulations)
  - 了解并遵守国家、地方以及行业相关的广告法律法规 (Understand and comply with national, local, and industry-related advertising laws and regulations)
  - 例如：《广告法》、《反不正当竞争法》等 (e.g., "Advertising Law", "Anti-Unfair Competition Law", etc.)
- 确保广告内容的真实性 (Ensure the Truthfulness of Advertising Content)
  - 广告宣传的内容必须真实、准确，有事实依据 (Advertising content must be true, accurate, and based on facts)
  - 不得作虚假或者引人误解的宣传 (No false or misleading propaganda is allowed)
- 避免歧视与偏见 (Avoid Discrimination and Bias)
  - 广告内容不得含有民族、种族、宗教、性别等方面的歧视性内容 (Advertising content must not contain discriminatory content based on ethnicity, race, religion, gender, etc.)
  - 应传递平等、尊重的价值观 (Should convey values of equality and respect)
- 保护消费者权益 (Protect Consumer Rights)
  - 广告不得损害消费者的人身安全、财产安全和合法权益 (Advertising must not harm consumers' personal safety, property safety, and legitimate rights)
  - 不得欺骗、误导消费者 (Must not deceive or mislead consumers)
- 尊重知识产权 (Respect Intellectual Property Rights)
  - 广告中使用的一切素材（文字、图片、音乐、视频等）均需获得合法授权 (All materials used in advertising (text, images, music, videos, etc.) must be legally authorized)
  - 不得侵犯他人的专利权、商标权、著作权等 (Must not infringe on others' patent rights, trademark rights, copyrights, etc.)
- 履行社会责任 (Fulfill Social Responsibility)
  - 广告应具有积极的社会导向，传播正能量 (Advertising should have a positive social orientation and spread positive energy)
  - 避免低俗、暴力、过度煽情等可能对社会造成负面影响的内容 (Avoid vulgar, violent, overly sensational content that may have negative social impact)
  - 关注环境保护、公共健康等议题 (Pay attention to issues such as environmental protection, public health, etc.)

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