Some companies have seen the potential of mobile Internet and come up with ads that work with applications on smartphones. This is not an area widely exploited by advertising companies at present amid concerns about users' reactions, according to Shi.

"The ad for the online game Unparalleled Tang Dynasty has been running on video websites such as Youku.com for a long time. The wording 'fight a real fight' is short but impressive. With all the effects and grand war scenes, I could not help downloading the game immediately and start playing after seeing the ad," said 21-year-old Sun Liwei at China University of Petroleum.

Wang Xinwei, a sophomore student from Fudan University, liked the advertisement for facial tissues produced by Fujian-based Heng'an Group.

"Many children put the tissues into the sea, saying that children over the Straits will be able to come over and play together once the water is all soaked up. The ad conveyed a warm feeling. I can still recall it vividly after six years. I have been using the tissues all this time," said Wang.

shijing@chinadaily.com.cn