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进入20世纪,以新兴技术为基础的数字化时代到来,新媒体在各行各业中所占比例越来越重,全媒体的时代已经来临。技术的发展促进了消费者的消费行为以及媒体接触习惯的改变,消费群体逐渐细分,逐步向小众化发展。新媒体的兴起自然也为广告业的蓬勃发展提供了最为有效的传播载体。例如,曾经传统的户外广告,现在用LED、LCD这样的数字新媒体包装,大大增强了视觉表现力,提升了信息的传播效果。例如,利用电邮、小区短信等点对点的新媒体形式作为对传统DM光的变形升级,也越来越被消费者所接受和熟知。并且随着新媒体的特性发展,广告的载体及表现内容也各不相同,针对不同的消费群体也会利用不同的新媒体特性去进行广告设计。
In the 20th century, with the advent of the digital age based on emerging technologies, the new media has become an increasingly important part of all walks of life. The era of all-media has arrived. The development of technology has promoted the consumption behavior of consumers and the change of media contact habits. The consumer groups gradually subdivided and gradually developed into niches. The rise of new media also naturally provides the most effective media for the rapid development of the advertising industry. For example, once the traditional outdoor advertising, now with LED, LCD digital new media package, greatly enhance the visual expression, enhance the dissemination of information results. For example, the use of peer-to-peer new media formats such as e-mail and cell messaging has also become more and more accepted and well-known to consumers as a distortion upgrade to traditional DM light. And with the development of the characteristics of new media, advertising carriers and performance content are also different, for different consumer groups will also use different new media features for advertising design.