摘要：近些年来，广告在社会政治经济生活中的地位日益受到重视，尤其是在组织塑造形象方面发挥着不容忽视的作用。审视当今中国广告的发展，如何更好地发挥广告在塑造组织形象上的正面作用是一个值得关注的问题。为了对广告与组织形象塑造进行更深入的研究，本文从广告对组织形象塑造的积极作用以及广告做的不好对组织形象的损害做出了分析，并对存在的问题提出了相关的对策。

关键词：广告  组织形象  关系

Abstract:In recent years, advertising position in political and economic life of society more and more  attention, especially play an important role in shaping the image of organization. To examine the development of the Chinese advertising, how to play a better positive role of advertising in shaping the image of the organization is a problem that deserves attention. In order to advertising and corporate image shaping provides more  in depth analysis ,this article from the positive role of the organization’s image and advertisement do not made the analysis of the damage to the organization image, and the problems existing in the related countermeasures are put forward.

Keywords: Advertising   The image of the organization    Relationship