Research On The Turn Of Contemporary Advertising Users' Thinking From The Perspective Of Media Change

With the great prosperity of the economic market,advertising has become a closely related part of our life and began to influence and change the lifestyle of contemporary people.Based on the emergence and advancement of mobile media,advertising communication not only changes the previous way of information transmission,but also forms a unique industrial culture.Among them,advertising,a two-way link closely connected with media and users,is now becoming the key change direction of advertising activities in the era of intelligent media.What are the differences in their user strategies in the long-term change of advertising? In other words,what are the thinking directions of different users,and what are the reasons for these changes?Based on the perspective of media change,this paper summarizes the four times of contemporary advertising,which are the era of mass users,the era of focus users,the era of pan focus users and the era of program users.According to the advertising cases of different times,combined with the relevant theories of user acceptance behavior,this paper summarizes the representation of user thinking in different times,and then analyzes the fundamental reasons for the change of user thinking in different times.At the same time,through the analysis of the advantages and disadvantages of the current user thinking practice,the existing problems are discussed.The results show that the user thinking of contemporary advertising has experienced the change from the knowing thinking in the era of mass users,the label thinking of the users,the social thinking of the pan crowd users,and the scene thinking of the program users.Among them,the fundamental driving force of this kind of turn is the change of the needs of the advertising users.In other words,the emphasis on self realization in users' needs makes them actively approach advertising,which means that the distance between users and media is constantly narrowing,until "engulfing" the media and themselves into one,realizing "taking people as media".Among them,it is the best way to help users achieve the main subversion by connecting advertising with the advertising link of users.Finally,the resonance of the logic chain with user-oriented,technology driven and self-based Trinity has led to the change of user thinking in advertising practice...