It is found that there is more serious homogeneity in automobile advertisements nowadays through analyzing many pairs of automobile advertising materials. It is mainly manifested in the homogeneity of language style,the homogeneity of advertising appeal and the homogeneity of consumer identity construction. In order to attract consumers and promote the formation of their consumption behaviors,automobile advertising should have its own personality. Accurate positioning of products,targeted appeals, in line with the language style of target consumers, appropriate identity c...
