论文部分内容阅读
一、环境媒体的由来虽然环境媒体广告这一概念还不为人所熟知,但是早在19世纪的西方就已经出现过,上世纪90年代末,英国广告人第一次将环境媒体(ambient media)纳入学术领域,在经历了10多年发展之后的今天,环境媒体已经被确立为广告行业内的标准用语。确切来说,环境媒体不是单纯的某个媒体,而是某一类别媒体的总称,它是对非传统媒体的一种创意性开发,存在于我们周围环境的每一个角落,任何一种我们视线所及的事物都具备成为环境媒体的潜力。环境媒体广告具有可以结合使用主流传统媒体,也可以同等有效地用作独立媒体使用的灵活性。一个成功的环境媒体广告的关键是在选择最恰当的媒介载体的同时,将产品或服务的信息创意性地体现其中。
First, the origin of environmental media Although the concept of environmental media advertising is not yet well known, but as early as the 19th century in the West have appeared before the late 90s of last century, the British advertisers for the first time the ambient media (ambient media) Into the academic field, after more than 10 years of development, environmental media has been established as the standard language in the advertising industry. More precisely, environmental media is not a mere media, but a generic term for a certain type of media. It is a creative development of non-traditional media and exists in every corner of our environment. Any of our lines of sight Everything involved has the potential to become an environmental media. Environmental media ads have the flexibility to be used in conjunction with mainstream traditional media and equally effectively as standalone media. The key to a successful environmental media advertising is to creatively embody the product or service information while choosing the most appropriate media carrier.