The basic theories of advertising include introduction to advertising, mass communication, attention economics, marketing, advertising planning, advertising copy creation, advertising psychology, advertising art foundation, advertising design foundation, computer graphic design, advertising operation and management, advertising case analysis, public-private relations, online advertising and design, etc. In the early 1950s, Les put forward USP theory, demanding to provide consumers with a "unique sales proposition", which competitors could not achieve. But in the late 1950s and early 1960s, with the progress of science and technology, various substitutes and imitations appeared constantly, and USP became more and more difficult to find. In the 1960s-the image age, david ogilvy put forward the brand image theory, and thought that under the condition that the functional benefits of products were getting smaller and smaller, Ogilvy's image theory believed that consumers valued the sum of material and psychological benefits when buying, and the visual brand brought the brand. Modern advertising activities have two important theoretical pillars: 1. Advertising is a very typical communication behavior. In advertising activities, advertisers and advertisers are the communicators of advertisements, while the audience who contact advertisements is the audience of advertising communication. The process of advertising information spreading to the audience through the media and having different degrees of influence on it is a complete communication process. We will take this basic mode of communication as the first step to understand advertising. Composition and classification of communication: communication is a common phenomenon in nature and human society. Before the appearance of human beings, the spread of nature never stopped. When winter goes and spring comes, the singing of birds is a message from nature. In the struggle between survival and production, human beings have produced language, and the ability to spread information through language is one of the most important signs that distinguish human beings from other creatures.

The characteristics of advertising communication, advertising communication is a purposeful communication, advertising communication is a repetitive communication, advertising communication is a complex communication, advertising communication is a kind of communication that strictly screens sales information, the basic principle of advertising communication, and the principle of "induction" of advertising communication: advertising information, as an external stimulus, acts on the recipients, causing expected conceptual changes and purchase behavior, which is a psychological infiltration process and can be induced by various means. The size of induction depends on the degree of information induction. Almost all the efforts to plan and make advertisements are related to improving the inducement of advertisements, so the inducement principle is regarded as an important basis to guide the planning, production and dissemination of advertisements.