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随着当今媒介融合的发展,新媒体和传统媒体之间相互交织共同构成了一种新的传播网络,以数字媒体技术作为主要特征的现代传播环境,新媒体对消费者生活带来不同程度的冲击。在数字传播技术的推动下,媒介融合正由一种理论设想向现实转变。在媒介融合背景下传播模式需要考虑的因素也更为复杂,因此,有必要对媒介融合背景下广告传播模式进行梳理,创新传播模式,更为准确地解读当前各类传播活动。
With the development of today’s media convergence, the interweaving of new media and traditional media together constitutes a new communication network. The modern media environment with digital media technology as its main feature, the new media bring varying degrees of impact on consumer life Impact. Driven by digital communications technology, media convergence is shifting from a theoretical assumption to a reality. The factors that need to be considered in the context of media convergence are also more complex. Therefore, it is necessary to sort out the modes of media advertising in the context of media convergence, innovate the modes of communication and interpret more accurately the current types of communication activities.