A Study On The Influence Of Medium Form To Development Of Commercial Advertisement

Regarding the changes in communication technologies after the rise of Internet,the scholar Dan Gilmore proposed a media evolvement process that has been widely recognized.He divides the process into three stages: the first is the traditional media stage with television,radio,newspaper and magazine as the major media: the second is the Internet media stage dominated by several portal websites;and the third is “grass-root media” stage or the we-media stage that has changed the traditional give-and-take relationship.The development of media technology brings the change to media forms and also influences the development and communication of commercial advertising carried by media.Based on the observation of we-media advertising format on WeChat,the paper analyzes the commercial advertising on traditional media represented by television,the Internet media represented by portal websites and we-media platform repainted by official accounts on WeChat and compares the features of commercial advertising in presentation form and expression strategy and differences between different media platforms.Then the paper analyzes and discusses the reasons behind these changes and differences from the perspective of media form evolution and obtains the inspiration for the future media form and commercial advertising development trend.It is founded in analysis that: first of all,advertising form is closely related with media form.Advertising form is carried and presented by specific media.The dynamically evolving communication media form would directly cause the changes to the advertising form so that the lawyer could adapt to the new media technology features and value attribute;secondly,the occurrence of Internet triggered the evolution of media form from traditional media to Internet media and then to we-media.The advertising creation and communication logic has also shifted from “media-centered” to “audience-centered” and to “user-centered”.Such a shift actually follows the changes in media operation and communication logic;thirdly,since the occurrence of Internet,the evolution of media form came with the process that the media powerhas been shifted from media platforms to the public;fourthly,the future media form is going to be more user-friendly,convenient and intelligent and the advertising form would embrace new changes under its influence.