Our current society is fraught with information. Consumers are forced to be exposed by various kinds of advertisements. It is quite difficult to make a piece of advertisement or news to stand out . At that time, the recessive advertisement enters the visions of the public as a special form of advertisement. It has numerous applicatioal patterns and better transmissional effect of advertisement，paving a new way for many advertising agents who are faced with difficult situations.
On the basis of the research and analysis of the advertisement esthetics and consumer behavior, this paper combs the history and the present situation of the domestic and foreign recessive advertisement。It concludes and introduces the meaning, characteristics，advantages and questions of the recessive advertisement。The paper classifies the recessive advertisements by depth of placement processing，different Carriers, and then analyzes the application pattern of recessive advertisement by referring to each kind of concrete advertisement cases. Finally, it puts forward some pertinent suggestions for different enterprises or products according to the above analytic results.
