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广告变迁与媒介发展密不可分,每一次传播技术的重大进步,不仅催生新的传播方式和媒介形态,也促使广告生存形态的改变。微博是第一个在web2.0架构上把手机和网络紧密连接在一起的创新,其突出特点是互动性,微博平台的互动传播机制主要体现在开放平台属性、互动的多层面性和持续性三个方面。微博在传播范式、权力制衡和整合营销方面,深刻改变着传统广告的内涵。在微博语境下,广告不再仅是公关、传播、促销等营销体系中的一个环节,它开始作为营销延伸的广告之内涵演进。
Advertising changes and media development are inextricably linked. Every major advancement in the dissemination of technology not only promotes new forms of communication and forms of media, but also promotes changes in the form of advertising survival. Weibo is the first innovation that closely connects mobile phones and networks in the web2.0 architecture. Its outstanding feature is its interactivity. The interactive communication mechanism of the Weibo platform is mainly embodied in the attributes of open platforms and the multifaceted nature of interaction. Three aspects of sustainability. Weibo has profoundly changed the connotation of traditional advertising in terms of communication paradigm, power checks and balances, and integrated marketing. In the context of Weibo, advertising is no longer just a link in the marketing system of public relations, communication, and promotion. It began to evolve as a continuation of the advertising of marketing extensions.