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The Research Of Advertising Creativity Under New Media Environment

Posted on:2012-03-20Degree:MasterType:Thesis
Country:ChinaCandidate:X SongFull Text:PDF
GTID:2218330338958003Subject:Communication
Abstract/Summary:PDF Full Text Request
The development of digital technology has triggered a huge transformation on media markets. Especially, after the appearance of the new media, being represented by the Internet, the traditional theory and practice of advertisements have experienced a big revolution. At present, in the new media environment, the traditional way of advertising design has also experienced a dramatical change. To illustrate:first, the technological process of advertising design has broken the typical mode---from specific and detail to steering framework and integration; second, the audiences of advertisements have improved their desire of participation, from which they would display their status of advertising communication; third, the evaluating standards of advertising design have upgraded to SPT, namely, searchable, participative, and Tag-able, traditionally, that is ROI which pay more attention to information performance.With the constant appearance of the new communication technology, today's advertising design is gradually shaking off the traditional framework limitations. In the new media environment, today's expressing forms of advertising design are becoming more and more diversity, such as game embedded advertisements, rich media advertisements, virtual interactive advertisements and so on, which have stimulated the rapid development of our country's product or brand advertising markets. However, as the rapid development of the new media advertisements, there has being more and more problems, such as the separation between the consumers and the relative products/brands due to excessive creativity, the implantation of exorbitant advertisements as a result of ignoring creative concepts, etc., which are impeding the rapid development of the new media advertisements. Therefore, facing the rapidly-changing digital transmission technology, the author holds the view that the designers of the future advertisements should pay more attention to the content feature of touching, shorten the communication distance between the consumers and advertisements, and innovate the expression methods. This research paper comprehensively uses the theories of advertising, communication, media ecology, brand marketing, and cultural innovation to analyze the creative ideas and the developing trends of the advertisements in the new media environment. Finally, the paper predicts that the interacting, entertaining, integrating, and plat forming of the advertising design will lead the development of Chinese advertisements to another peak.
Keywords/Search Tags:Advertising design, New media environment, Interactive experience, Participation
PDF Full Text Request
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