Solution: Try to describe the three stages of the development of advertising theme theory and practice in developed countries and three methods to determine the advertising theme accordingly.

Three stages of the development of advertising theme theory and practice in developed countries;

In 1950s, the stage of highlighting product characteristics and the difference between products and consumers' interests; The stage of creating brand differences, establishing brand image and improving corporate reputation since 1960s;

From the 1970s to the present, commodities have defined a position in consumers' minds, that is, the advertising positioning stage.

Determine the advertising theme:

① Commodity analysis is the basis of establishing advertising theme; ② Consumer analysis is the key; ③ Corporate image and brand image analysis; ④ Advertising theme and advertising purpose; ⑤ Methods of establishing advertising theme.

Specifically: ① commodity and enterprise analysis and advertising theme determination: the characteristics and advantages of commodities are in the central position, which are important enough to influence consumers' purchase decisions; Commodities have characteristics that competitors' products don't have, especially when products have revolutionary breakthroughs, which are suitable for making products the protagonists of advertisements; For the rational purchase behavior of countries and regions with underdeveloped commodity economy and low consumption level, there is still a bright prospect for advertising with commodity characteristics as the theme.

② Consumer analysis and advertising theme: lifestyle and psychological characteristics; The degree of rational participation in purchasing behavior; There is a difference between simple and complex brand selection strategies; The reasons for buying goods and using goods are sometimes the same, but sometimes there are deviations; Conventional sources of information, and so on.

③ Market analysis and advertising theme.

The evolution of advertising strategy concept can be divided into three stages: before 1970s, product-centered marketing concept. In the 1970s and 1980s, the consumer-centered positioning concept. From the 1990s to the present, the concept of integration is centered on the contact points of consumers.

The historical development of advertising;

Advertising in the era of mass media: advertising in the era of manual production;

Advertising in the era of interactive participation.

The development stage of advertising theme theory and practice;

Unique sales proposition, brand image theory and positioning theory.