A Study Of The Utilization & Design Of New Medium In Commercial Advertising

Newspaper, television, radio were the medium of traditional advertising. Information had been transmitted on the way of One to Many, which is a typical method of mass-communication. Customer is always the target of the advertising under this communicating type. However, this has collapsed because of the increasing number of communicating medium and the more interactive of it. Some new medium, such as internet, mobile phone, outdoor electronic facilities, changed the communicating way from one-way to two-way, which made the passive customer to be a part of the advertising with increasing high level of involvement. The older bombing style has been instead by a new one which oriented by attracting respected customer needs. This is a fundamental change from bombing to attracting, and the advertising changed from Point to Experience.The medium in the new medium environment all roots in the strong interactive communicating culture with fast feedback. This leads to that advertisement has to develop from the traditional 'persuasive' era to the merging 'communicating' era. With the emerging of new technology, the creativity of advertising have been no longer limited by traditional advertising design, and begin to move from print advertising and television to internet, and put great emphasis on interactive advertising. Creative ideas stand from medium, but collapse the medium. Addition to designing and production, the medium showing off the creative ideas is a great influential point on advertising. The effective transmission of commercial advertising is not only seen on the effective customer share, but also the utilization and design of medium. The creative idea changed from passive to active, and will help the customer enjoy it, experience products, and find out the answers.The aim of writing this paper is, firstly, to summarize the commercial advertising and new medium, to point out the difficulties faced by traditional advertising with the development of new medium, to prove that the commercial advertising must creatively utilize new medium to attract the attention of their customer and transmit effectively the product information. Secondly, it shows the advantages of utilizing new medium in commercial advertising, through analyzing the differences between traditional advertising and the one using new medium. At the end of the paper, it gives some suggestions, such positioning strategy, creative strategy, performance strategy, and transmitting strategy, explaining with some world known advertising cases.