Research On Internet Advertisement In Media Ecology Sight

Mcluhan says, " if you don't understand the function of communication tools, you can't understand the vicissitude of the society and culture either." Also, Advertising industry's development can not be substantive from the specific social history environment. Different time proposes different proposition. However, the advertising industry is in unceasing development when solving the problems that the time has proposed. Nowadays, with an advancing triumphantly posture and huge influence, the new media which takes the internet advertisement as representative is attacking the traditional media, and becoming a new paragon in the advertising industry. Media reforming means advertising industry reforming. The future development of advertising industry depends on whether it adapts to the new media's revolutionary change in the new century. All will be a brand-new transformation no matter the global advertising industry or the Chinese advertising industry.The society today develops depending on the Internet in some means which brings infinite opportunities for the internet advertisement. The internet advertisement has the characteristic of the traditional advertisement. Meanwhile with the development of the Internet technology, it also has the deeper meanings and special functions. In spite of the outstanding interactive communication ways, the internet advertisement has many problems. Therefore the key for internet advertisement developing is studying how to avoid the disadvantages and make use of the advantages of the internet.At present, the viewpoint --"the ecology viewpoint is the main thought foundation" is accepted by more and more people. At the mean time, it has become the inexhaustible power. The western scholars think that the best way to study the phenomena and problem of the communication is using the principle of ecology. The media ecology provides a new means to study internet advertisement objectively. Further more it will be easier to recognize the situation of internet advertisement when we considered it as organism. As the new organism in the media ecosystem, the birth of internet advertisement influences the environment of the media ecosystem. It not only has a lot of advantages of traditional advertisement, but also has many superior characters such as the transmission in time and exactly. In my opinion, the most important for the internet advertisement to achieve success is to find its exact position in the media ecosystem. Extending the advantage, modifying the position in the media ecosystem properly, and seeking the compatible relationship between the competition and cooperation in the media ecosystem, we can improve the environment of the media ecosystem...