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在信息技术高度发展的今天,人们接受信息的方式变得多种多样,传统的传播媒体也受到了大量的冲击,一种依托于无线通信和互联网技术的新兴媒体开始出现在了大众视野中,而这种新媒体极大地丰富了媒体环境,其多样的体验方式也给当代广告的发展提出了严峻的考验。希望通过对新媒体在当代广告发展中的作用进行研究,让人们更好地认识新媒体环境下的广告发展,为新时代的广告发展提供战略思维。
In today’s highly developed information technology, people have a variety of ways to receive information, the traditional media have also been a lot of impact, a relying on wireless communications and Internet technology, emerging media began to appear in the public field of vision, This kind of new media has greatly enriched the media environment and its diverse ways of experiencing have also posed a severe test for the development of contemporary advertising. It is hoped that through the research on the role of new media in the development of contemporary advertising, people can better understand the development of advertising in the new media environment and provide strategic thinking for the ad development in the new era.