论文部分内容阅读
近年来,随着互联网迅猛发展和宽带的日渐普及,一个不仅创造客体而且重塑主 体的新媒体技术正呼之欲出,这就是富媒体(RichMedia)广告。网络媒体正在新媒 体技术的波及下迅速出现一系列复杂的变化,这一变化对于网民而已无疑是最为直 接,新技术运用给网民所带来的视觉冲击及影响已经日益成为当今社会热门话题;新 媒体技术到来同时也给现今传统网络广告注入一“强心剂”,作为一种能够带来高曝 光度的广告形式,企业广告主也纷至沓来。整个互联网正因为新媒体技术的到来而引 发一场新媒体技术革命。但一个新事物的诞生,势必存在诸多利弊,如何建立合理规 范体系,如何正确评估,已成为现今传媒业乃至整个社会首要考虑的现实问题。
In recent years, with the rapid development of the Internet and the increasing popularization of broadband, a new media technology that not only creates and reshapes the subject is vividly called RichMedia. Internet media is rapidly under the influence of new media technology, a series of complex changes quickly, this change is undoubtedly the most direct for Internet users, the use of new technologies to Internet users brought about by the visual impact and impact has become an increasingly hot topic in today’s society; new The advent of media technology also infuses a “tonic agent” into today’s traditional online advertising, a form of advertising that offers a high level of exposure to corporate advertisers. The entire Internet is just beginning a new revolution in media technology due to the advent of new media technologies. However, the birth of a new thing is bound to have many pros and cons. How to establish a reasonable standardization system and how to evaluate it correctly has become the most important practical issue for the media industry and even for the entire society.