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随着20世纪90年代后期互联网的兴起,全媒体时代宣告到来。在互联网的冲击下,全球报业纷纷展开数字化转型以实现自救。本文以成都某报纸为个案,认为报纸广告的转型是指以报纸的数字化转型为前提,融入新媒体元素,将报纸广告与新媒体广告有机结合,实现增值效果。新媒体技术运用较少、印刷广告未网络化、广告互动性差是报纸广告转型的主要问题。大力采用新媒体技术、整合印刷版与网络版、加强与受众的互动是未来报纸广告转型的方向。以媒介融合为目的的全媒体转型在继续进行,报纸广告将走出一个与新媒体广告互动并存充满无限可能性的未来。
With the rise of the Internet in the late 1990s, the all-media age was announced. Under the impact of the Internet, the global newspaper industry has embarked on a digital transformation in order to achieve self-help. This paper takes a newspaper in Chengdu as a case study, and concludes that the transformation of newspaper advertisement refers to the premise of digital transformation of newspapers and the integration of new media elements, and the organic combination of newspaper advertisement and new media advertisement to realize the value-added effect. The use of new media technology is less, the print ads are not networked, poor advertising interaction is the newspaper advertising transformation of the main issues. Vigorously using new media technologies, the integration of print and online version, to enhance interaction with the audience is the future direction of the newspaper ad restructuring. The all-media transformation for the purpose of media convergence continues, and newspaper ads are set to come out of a future full of boundless possibilities of interaction with new media ads.