On The Transformation Of Dominant Role In Advertising Communication

Roughly a hundred years ranging from the early20thcentury to21stcentury at presenthave witnessed the gradual development of advertising. In the meantime, thedominant role in the process of advertising has also altered to a certain extent. At thebeginning of20thcentury, radio and TV came into our lives one by one becomingimportant tools for advertising almost instantly, and followed were the golden age fortraditional media. Due to the restriction of the social circumstances at that time,audience assumed a very passive role in the process of advertising communicationprocess, and the dominant role in the process of advertising was held by theadvertisers. While with the development of technology and economy as well as theadvent of internet, the dominant role in the process of advertising altered greatly. Theinteractive property of internet enabled the audience to impact on the process ofadvertising to a certain degree. While entering the21stcentury, assorted new mediaemerged rapidly, and the most revolutionary one is the we-media. The development ofwe-media enables audiences to create advertising contents on their own and to sharewith their friends through online social network. The vigilante advertising is one ofthe notable examples of how audience dominates the process of advertisingcommunication. The growing popularity of social media, especially we-media willallow more and more audience the freedom to create advertising contents, and thetraditional ways of marketing are fading in such interactive new media environment.Interactive social marketing becomes the trend, and the dominant role in the processof advertising will gradually fall to the hands of audiences.