The Judgement And Choice Of The Route Of Advertising Propagation Under The Consumer's Consciousness Of Public

Consumers are an important part of the whole advertising communication.As the recipient of information,it can feedback the effect of the whole advertising communication.When the consumers are placed in the perspective of mass communication,it can be found that when the western Audience research gradually evolved from the originator to the recipient,and at the same time as the change of media carrier is more diversified and faster,while the technology development is more advanced and digitized more popular,the object of advertisement dissemination-consumers,change from passive to active,unconsciously passive to take the initiative to choose the information,take the initiative to share the initiative to create the communication,consumers are becoming conscious public groups,and become the dominant force supporting the development of advertising.In this process,the public exert its restraining power,create power and change its power to promote the escalation and reform of the advertising industry.From the perspective of communication science,this article first sorts out the development process of western audience research,and sorts out the changes in the status of audience and the development logic from the viewpoint of each school on audience research.From the mass media,it further penetrated into advertising and explored the background and process of the transition from product-based to consumer-oriented in the history of advertising.With the changes in the current social background and communication environment and the return of consumer sovereignty,consumers have become not only the main body of communication but also have a strong public awareness.When consumers become the public,their consumption behavior also has the nature and power of the public,such as obvious political attitudes,demonstrating value concepts,expressing a sense of synergy,etc.,with a certain degree of social influence.Therefore,this article will explore the future development of advertising in the public-led context.This article believes that consumers,as the power of the public,will have a series of impacts on advertisers,advertising companies,and the three main bodies of advertising media as well as advertising communication marketing thinking.Combining the analysis of current specific cases and changes in the industry,this paper believes that in the future advertisers need to transform their roles and become more socially responsible companies.Advertising companies need to adjust their internal structure and join more competitive factors such as Technology,digitalization,etc.to meet the needs of changing consumer identities,the media will need to assume the responsibility of the "gatekeeper" to the public to disseminate positive health and positive information,and transform it into media services.From the perspective of specific advertising communication activities,there is a need for more high-quality and humanistic content in advertising content.The advertising format will emphasize the characteristics of "interaction" and 'technology' to achieve connection with consumers.The transition from "media" to "human"considerations will be realized.