New Media Design Interactive

The images around us haven't changed so rapidly as it has for recent years. Still, we haven't been exposed to such a diverse image world as it is today. What's more, there exists no other way that allows the images to change so radically like today. Being a relatively advanced image and artistic expression form, new media art is greatly different from traditional art form in creation technique, information construction and transmission environment.In a new media environment, all the media are rooted in a communication culture with powerful interaction and rapid feedback, which enforces ads to transfer from the traditional persuasion age to the rising communication age. As new technology emerges constantly, ad originality is no longer confined in the traditional ad designing frame. It begins to move from flatness and TV ads towards on-line ads, and it has transferred its developing focus on interactive ads. Media accomplish originality while originality subverts media. Apart from the factors of design and creation, the medium that is responsible for ad originality is also an important factor which has great influence on the full exertion of ads. The effective transmission of commercial ads is not only reflected on the consumer covering rates, but also on the innovative utilization and design. A new innovative thought means changing the situation from passiveness to initiative and leading the consumers to originality, experiencing the production and finding out the answers.In the recent decade, digital medium has not only changed the fundamental features of publication industry, entertainment industry and social information service, but has brought big concussion on modern art and modern visual culture. The change of art medium and the popularization of the art based on digital media have also made contemporary new art creating concept of unifying digital technology, artistic design and new media into the guiding ideology of post-image age. New media's creating the new out of the old has turned interaction and experience into significant elements of commercial ad design, which is to consider more about the interaction with consumers other than limit itself to the frame effect and the originality of its color, image and word. In the new media age symbolized with digital technology and images, traditional media are just rising rather than declining. New media like Internet, mobile phone and e-games are emerging continuously. Then how should commercial ads utilize these newly developing media resources to guide their designing practice in order to be accepted by the public in a more friendly and natural manner All these above are what the research significance and practical value of this paper lie in.Firstly, in the paper, the author makes a sketch of commercial ads and new media, followed by kinds of dilemmas what traditional ads are faced with and the sequential influences made on commercial ads by the development of new media. These statements are to prove that commercial ads must use innovative new media to draw the consumers'attention and to convey the production information effectively.Secondly, the author points out the advantages of utilizing new media in commercial ads by analyzing the differences between new media ads and traditional media ads.Last but not least, the author puts forward some exploratory corresponding strategies, i.e. orientation strategy, originality strategy, expression strategy and transmission strategy, which are illuminated with some world-famous ad cases. Then the author sorts out these guiding principles and draws a conclusion as well as makes a brief statement of the developing trend in the future.