Participatory "mourning Culture" Advertising Research

New media play a more and more important role in the creation of modern advertisements.Social networking sites,forums,post bars and public numbers are becoming more and more platforms for sharing personal original information and important public places for the audience to express and exchange information.Social media is the product of the development of new media to a certain stage.It breaks the inherent mode of traditional advertising communication.The unique audience interaction and participation of social media not only deepens the communication between the audience,but also enables the audience to participate actively in the process of advertising production.Participatory "funeral culture" advertisement refers to the audience's active participation in the creation and dissemination of "funeral culture" advertisement by means of new media,especially social media,trying to combine "funeral culture" with advertisement,convey product(service)information,and actively establish contact with enterprises(advertisers)to compete for the right of discourse in "funeral culture" advertisement dissemination.And participatory "funeral culture" advertising and social media are integrated to construct a new advertising communication mode,which can silently convey commodity or brand information to the audience through non-traditional means of expression.This paper uses relevant expertise to discuss the related issues of participatory "funeral culture" advertising,hoping to have a better guiding significance for the innovation of today's commercial advertising from the perspective of communication and advertising.