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当今社会是一个高技术催生下媒介品种空前繁荣发达的时代,传统媒体继续发展,新媒体已将人们的眼球从一个介质引向另一个介质,个体犹如穿越“媒介走廊”的行者。在此背景下,随着受众使用习惯上的变化,媒体的经营模式、内容生产方式、用户服务模式都发生深刻的变化。就像一把双刃剑,一方面,新媒体带来了新的广告机会和广告模式;另一方面,既然是新媒体,就意味着尚处于探索阶段,在平地一声惊雷冒出全新市场的一刻,不可避免地将面临一系列问题。在这样一个广告饱和至极、社会人群消费需求多元化以及传播媒介细分化的时代,所有的广告从业者都在思考:在今天, 什么广告模式更有传播力?
Today’s society is an era in which high-tech development gave birth to an unprecedented boom in media. As traditional media continues to develop, new media has led people’s attention from one medium to another. Individuals are like those who walk through the media corridor. In this context, with the changes in the habits of the audience, profound changes have taken place in the media business mode, content production mode and user service mode. Like a double-edged sword, on the one hand, new media has brought new advertising opportunities and advertising models; on the other hand, since it is new media, it means that it is still at an exploratory stage. A moment, will inevitably face a series of problems. In an age when such an advertisement is extremely saturated, the consumer needs of the community are diversified, and the media is fragmented, all advertising practitioners are thinking about: What ad modes are more communicative today?