Font Size: a A A

New Media Advertising VS.Traditional Advertising: The Development&Comparison Of Advertising In Public Transport In China

Posted on:2014-09-10Degree:MasterType:Thesis
Country:ChinaCandidate:J Y CaoFull Text:PDF
GTID:2269330401956550Subject:Art of Design
Abstract/Summary:PDF Full Text Request
With the rapid development of commodity economy, the continual progression ofsociety and the constant innovation in science and technology, China has entered theinformation age. The advertising industry undergoes structural reform in the new age,giving rise to changes in advertising vehicles (aka. the media). Supported by newtechnological developments, the emergence of new media forms help to break theconventional mode of transmission dominated by the mainstream mass media, breedingnew media advertising in such environment. Accompanied by the emergence and rise ofnew media advertising, the characteristics, patterns and directions of development of theadvertising industry have undergone tremendous changes.Advertising is pervasive in nature that it has become an integrated part of andpermeated in to every aspect of our daily lives. Various forms of vehicles, as the majormeans of transportation in China, have thus become the new platforms for advertising.In this paper, we analyse the model and features of new media advertising intransport through the study of its current development status in China. By comparingthe strengths and weaknesses of implementing traditional advertising and new mediaadvertising in transport, we further envision the development prospect of new mediaadvertising and forecast the direction of future development of new media advertising intransport. We conclude the paper with suggestions and advice for potential problems inthe future development of new media advertising.
Keywords/Search Tags:new media, advertising, transport, advertising communication, communication effects
PDF Full Text Request
Related items