The Impact Of Media Technology Development On Advertising Industry

Science and technology is the driving force of social change and development.In the history of human communication,media technology has played an important role in the development of information communication.The advertising industry is no exception.From the beginning of the text,the emergence of newspapers,radio,television,the advent of the Internet,the advertising industry in the development of media technology in the process of continuous development.While the new media technology development at the present stage is dramatically changing environment for the development of the advertising industry,changes of the environment on the development of the advertising industry to choose the role of advertising industry problems and opportunities.In this study,the development of media technology as a research perspective,the advertising industry as the unit of analysis,in the time dimension of the analysis of the impact of media technology development on the advertising industry.The most direct and the most important change in the impact of media technology on the development of the advertising industry is the advertising product form,production concept and organizational system.The development of media technology not only increased the human information dissemination channels,but also changed the way of information transmission and information transmission by the psychological behavior,but also decides the formation and development of the form of advertising,the impact of changing the advertising industry production concept.The spillover effect of technology has a profound impact on the organizational system of the advertising industry and directly determines the operating mechanism of the advertising industry.Media technology is the internal driving force of the advertising industry,which is the external performance of Marx’s philosophy of productive forces determine the principle of production relations.First of all,the media technology is consistent with the development of advertising industry information bearing channels and system to promote the development of advertising products form,namely the media technology to build the society in the process of weaving "meaning" net of the tool;secondly,the change of media technology has changed the public perception of the world pattern and information channels,thereby forced changeadvertising product concept;finally,technology spillover effect will produce changes in various areas of the whole social ecological system,thus affecting the organization mechanism of advertising industry and other industries to exchange activities.Finally,the author tries to analyze and grasp the history today,in the context of the historical development of the situation,provide a theoretical basis for research and development of the advertising industry is currently under impact of new media technology.