事实上,广告的力量是随着媒介的发展不断演变、进化的。随着科技的发展和社会整体环境的改变,各种新的媒体形式和传播渠道出现,使得广告被人为划分成传统与非传统两种看似对立的概念。事实上,广告的力量是随着媒介的发展不断演变、进化的。英国传媒学者莱文森的“补偿性媒介”理论,早已明确揭示了这种新旧交接的选择过程。 In fact, the power of advertising evolves and evolves as the media evolves. With the development of science and technology and the change of the social environment as a whole, various new forms of media and channels of communication appear, making the advertisement artificially divided into two seemingly opposite concepts of tradition and non-tradition. In fact, the power of advertising evolves and evolves as the media evolves. British media scholar Levinson’s theory of “compensatory media” has already clearly revealed the selection process of this transition between old and new.