The understanding of the advertisement information would normally vary due to factors like the information acceptor and technology, the effect of advertisement wo n't be influenced radically . however, if the function of decontextualization is excessively powerful and the information-spread process is out of control, it will lead to radical change of the theme of advertisement . and the information read by audience will de viate greatly from the advertiser's initial idea ., then the advertising information will be changed 正常情况下,广告信息的解读因环境信息接受者和技术等因素而变,广告传播效果并不由此而受本质上的影响;但如果“非语境化”作用过大,信息传播过程失控过度,将导致广告主题信息发生本质上的异变,受众解读的信息完全背离广告文本初衷,该广告信息将出现岐变。