Abstract: The dynamic， reciprocal promotion of media technologies and advertising forms can be characterized as a complicated process which includes several stages and multiple dimensions. They have been intertwined; furthermore， they have advanced and leaped constantly based on mutual permeation and development. The attribution changes of media technologies， in terms of the restriction from the positive motivators， give rise to the complex evolution of advertising forms， which can be reflected in two aspects: the life circle of the former determines the changes of the latter personalities， while the function for recombining the human sense organ of the former accelerates the consciousness evolution of the latter. From the perspective of the balance from the negative factors， advertising forms have played a significant role in selecting and reconstructing the features of media technologies， which are characterized by “presence” as a crisis-cross image and “absence” of elimination and reappearance. Media technologies and advertising forms， in a nutshell， present the double-motivator evolution in which the two parties are to some extent independent of each other though they are always checking and balancing one another.

Key words: media technology, advertising form, TRIZ theory, double-motivator check and balance mechanism