媒介新生态与广告发展.pdf

ew ecology of media and development of modern advertising Xue minzhi Abstract The development of modern information technology such as computer, network, etc greatly propels mass media to continuous clear up, so that the development of modern advertising is encountering unprecedented challenge. With gradual formation of the new ecology medium, ad’s industrial value chain has been intensively changed. The age of “creative is the king” has come to an end, and the innovation of media planning and communication mode has popped its value in ad’s industrial value chain. The advertising industry is striding toward the development of overall commercial communication. Integration marketing communication and brand entertainment have become the developing trend of advertising operation mode. The ad expression form then will be developed respectively into art and function. The ad information, whose aesthetic demand is striped off, will return to its original function of promotion. Keywords media ecology mass media new media modern advertising 媒介新生态与广告发展 上海大学影视学院广告学系 薛敏芝 内容提要：把论文的主要观点写出来，不要写空话。 计算机、网络等现代信息技术的发展，促使大众媒介生态不断消解，从而使现代广告发展 遭遇了前所未有的挑战。随着媒介新生态的逐渐生成，广告的产业价值链发生剧烈的变化，创 意为王时代已经结束，媒介策划和沟通方式的创新，在广告产业链中的价值凸现。广告业正朝 着综合商业沟通的发展大步迈进，整合化和娱乐化成为广告运作模式的发展趋势，广告表达形 态则将分别向艺术化和功能化两个极端发展，剥离了审美需求的广告信息，将回归促销的功能。 关键词 媒介生态，大众媒介，新媒介，现代广告 1 1 “广告会消亡吗？”，进入新世纪，广告不断遭遇这样的质疑。而实现是尽管全球广告产 2 但据各大广告集团所公布的年度报告看，传统广告所占其收 业在 2005 年增长率高达 5.7%， 3 并呈不断下降的趋势。有学者认为“目前，广告业正处于一个变化阶 入比重却均不到 50%， 段，其主要原因是媒介环境发生了巨大的变化。传统上针对广大不知姓名观众的大众媒介广告， 是一种行将消亡的大众传播形式。” 4 那么广告的发展前景究竟如何？