论文部分内容阅读
当不得不面对越来越动荡的世界,以及越来越看不清、摸不透的消费者时,广告行业该怎么办?刚刚过去的2016年可能将成为人类历史的转捩点。全球化和互联网,这两个曾让世界引以为傲的事物备受质疑,黑天鹅事件频发成为了诠释这一年最好的注脚。当整个世界充满不确定性,没有一个行业能够独善其身,而广告相较其他行业所受波及更甚:一方面,广告需要传播,受众媒介接触行为的任何微小改变都有可能触发广告传播理念
What should the ad industry do when it has to deal with an increasingly turbulent world and increasingly less-than-clear-cut consumers? The past 2016 is likely to be a turning point in human history. Globalization and the Internet, both of which have made the world proud, have been questioned, and the frequent black swan events have become the best footnote to explain this year. When the whole world is full of uncertainty, no single industry can stand alone, and advertising is more affected than other industries: on the one hand, advertising needs to be disseminated, and any minor changes in the media’s contact behavior may trigger the idea of advertising