英语论文网

displaced by the newborn media such as TV and internet.

Some reason for this decline is that services that newspapers have traditionally had a lock on, like classified ads, can now be delivered by other means, such as commercial TV of computer network (Fisher, 1993). The rise of commercial media seriously depleted the value of the advertising that the press did obtain. In order to get out of the dangerous situation, the press has to charge very low cover prices and spend very much more heavily on editorial outlay as a result of the rising advertising income it obtained. The most important is that the press may try to overcome the adverse situation by becoming more advertising friendly. Even though the proportion of the adult population reading newspaper and magazine remained stable during the period of new media rise, the youngster's are seldom read it anymore and more interested in the news form TV and internet. Like some women magazine press, to be heavily oriented towards the young middle class, they sell their magazines coming with some free gift to attract the customers. Besides, the number of magazine advertising pages increased by nearly 50% (Danna, 1992). Just like one newspaper executive claims that 'instead of simply selling space, we're listening carefully to advertisers and marketing those newspaper environments that best fit an advertiser's marketing goals'(Szathmary, 1992).

互联网-Internet

The emergence of the internet creates new platform for advertisers to transfer of ad from established media to the internet. With the development of the society, we have entered the internet era, especially in nowadays; young people are no longer focused on reading the newspaper and even watching TV, so advertisers turn the perspective and power to the internet. Compared to traditional advertising model, the network advertisement propaganda is varied. According to an Internet and interactive marketing data, which display network advertising marketing scale driver mainly from two aspects: one is the search engine advertising scale still maintained a fast growth; and another is continuously improvement of the advertising marketing value of video and BBS (Fine, 1995). For example, the micro-film now is very popular on the internet. Some advertisers take this opportunity and make very impressive micro-film which is turned out to be an advertisement in the end. Unlike the classical advertisement show on TV or radio, this kind of ads has longer time to tall a whole story without spending so much money as on TV. Meanwhile, it has a high rate of spread and circulation, which means if advertisers put it in the YouTube so that people can share it all around the world. The rapid development of electronic commerce highlights the value identity advertisers paid to Internet channel, and they are on the way of transferring their control to the network world.

商业电视-Commercial TV

Commercial TV became accepted in leading agency circles as the best promotional medium for cheap mass market commodities. Commercial TV is superior to the press in selling cheap, mass products. On average, people see approximately 100 TV commercials a day, and studies estimate that, counting all the logos, labels, and announcements, some 16,000 advertisements flicker across an individual's consciousness daily (Gauntlett & Hill, 1999). It comes in the innovative ways that