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新媒体时代,广告受众的心理需求日趋复杂化、多样化,为广告传播带来了较大的挑战。但同时,新媒体的强大优势也为广告传播带来了良好的发展机遇。广告传播效应最终要通过受众的认可才能实现。新时期,广告传播要充分发挥新媒体、新技术的优势,对广告媒介资源进行优化组合,洞悉不同受众群体的心理需求,创新广告传播方式。
In the new media era, the psychological needs of advertising audiences have become increasingly complicated and diversified, posing a big challenge for the dissemination of advertising. However, at the same time, the powerful advantages of new media have also brought good opportunities for the development of advertising. Advertising advertising effect ultimately through the audience’s approval can be achieved. In the new era, it is necessary to give full play to the advantages of new media and new technologies in ad dissemination, to optimize the combination of advertising media resources, to understand the psychological needs of different audiences and to innovate the means of advertising dissemination.