The Audience Is King--the Study Of Environmental Media Advertising Design From The Perspective Of Communication

In the era of "attention economy", the ecological environment for various enterprise’s marketing communication is marked by the change of media, the explosion of information and the constant bombing of advertisement. What the massive amount of information gives consumers is not the happiness of fast and convenient choice, but spiritual paralysis and sense of loss. Therefore, the audience’s attention becomes scarce resources. Advertisement is like the air in people’s life, so how could we make advertising successful? The answer is very simple: we must get the attention of the audience! So the advertisement is successful or not depends on the audience’s evaluation. Therefore the audience is an important factor or is the only standard. The audience is the core of the advertising message delivery, a fact the advertisement designers must recognize. Advertisement design involves not only the design of advertised products, but also the choice of medium used to spread information to the audience. So the designer should attract the audience to identify the products. Obviously, the traditional advertising finds it more and more difficult to obtain good communication result. Advertising has changed from the designers designing advertising works or passing information to the audience participating or experiencing information. Based on this, ecological media advertising, with its "creative nature", "audience participation", "all-round experience" and others, tries to attract the attention of the audience. Ecological media advertisement and the audience’s surrounding form a whole to turn the advertisement into a part of the surrounding, producing surprising effect to attract the audience. As a part of the surrounding, people will be easy to neglect the marketing nature and intention of the advertisement. But its essence will not change; it is still a means of marketing. It still has to focus on how to improve the advertising effect.This paper, based on Lasswell’s 5-model design, tries to study how to design ecological advertisement, focusing on what is the cost of the advertisement,how the designer attract the audience and what kind of effect will be produced.It will focus on what to say, how to say, and what means to choose for the advertisement.As what to say, innovation should be done centering on the audience.he life of the audience is the starting point of ecological advertisement; innovation should be done to integrate product, audience, media and transmitted information; the five elements of innovation should be considered in the design.As to how to say, we should focus on the methods to display the advertisement, that how we let the advertisement step into the life of the audience and atrract them to take in the information.The advertisement should attract the audience to participate in the communication, to respond to it by paying attentiom to the audience’s individuality, to let them accept the product, so as to complete the purchase.The audience’s psychological working should be considered and we should use the newest media technology to turn the life surrounding of the audience into the contex of the advertisement. Means for the design of ecological media advertisement will be provided.