Research On Outdoor Advertising Media Creativity Under The New Media Environment

Nowadays, communication technologies change quickly; driven by new media technologies, communication media are steadily on the increase and experience increasingly frequent upgrade and replacement. New media are characterized by growing changes, a wide range of media types, the changes in ways of transmission and the emergence of new communication ways. With the changing complex transmission environment and the production of a sea of information, many ads are submerged in the vast ocean of information, leading to unsatisfactory communication effect. In an era where attention economy and experience are highly valued, expressive creative forms are of great importance to outdoor advertising communication, which drive the emergence and development of creative media. Under the new communication environment, the media creativity practice of outdoor advertising shows strong creativity and attraction. Then, under the influence of new media ecology environment, what are the essential connotations of outdoor advertising media creativity? Which communication theories serve as theoretical support for its bold innovation and practice? Under the changing and innovative media environment, what are the development trends and features of outdoor advertising media creativity? These problems are still to be explored and discussed by advertising practitioners and scholars.Based on the application of new media in outdoor advertising, combined with the existing literature, journals, papers and network transmission data at home and abroad, the author further clarifies the connotations and operational processes of outdoor advertising media creativity, and analyzes the theoretical foundation of outdoor advertising media creativity under the new media environment. Through the collection and classification of the most cutting-edge domestic and international outdoor advertising media creativity practice, on the basis of objective investigation, the author conducts an in-depth analysis of the expressive forms of outdoor advertising media creativity and innovatively puts forward the development features presented by outdoor advertising media creativity under the new media environment, namely, the conditions for media environment and audience participation, the interactive experience of embedded technology, the selection of innovative media and the planning of media release. Finally, in consideration of the current situation of outdoor advertising creativity practice in China, the author proposes operational strategies to guide the media creativity practice of outdoor advertising in China and conducts analyses from the perspectives of the communication channel planning of outdoor advertising media creativity, the strategies for selection and use of advertising media, the principles of creative expressions and the management of advertising communication effect. It is hoped that this study will provide a reference for subsequent research on outdoor advertising creativity.