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论媒体环境的数字化: digital media environment

论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2013-10-29编辑:yangcheng点击率:4054

论文字数:1260论文编号:org201310261023188695语种:英语 English地区:中国价格:免费论文

关键词:媒体环境数字化digital media



Digital prompting media fuzzy boundaries, the increasing number of new media , causing media environment competitive situation grim. Although print ads , interactive creative media to attract audiences , but relative to most advertisers, they belong to the new thing, and the current domestic many of its advertising effectiveness test data can not be achieved , and thus they are more inclined to risk is small , cheap traditional media . Taking these many environmental factors , the initial construction of an interactive media platform will be a creative challenge .


Although opening up to China in just two years time to finish the West one hundred years of advertising development, but the foundation is weak and lack of resources which can not be ignored or hidden in the mishap. China 's advertising industry is not enough accumulation , leading to a professional creative talent and such a lack of media production technician . Resulting in interactive creative use of print ads in the actual operation of deprivation.


From today's print ads published form, the vast majority are traditional print advertising. In this environment, the survival of advertising people are accustomed to this way of print ads propagation mode , for its spread awareness of print ads is passive. In the face of this need the participation of target groups, print ads , at this stage the majority of ordinary people do not have awareness. In addition, foreign print ads in this interactive creative manifestations are often exaggerated, bold , explicit, but relative to the relatively conservative , subtle vast majority of Chinese people , who together with the nation's spiritual tradition , ideology, way of thinking , emotional character, habits, Chinese -style aesthetic qualities , though , novelty, change is an innate human capacity , and, because of the differences in Western culture , as well as domestic introduction of these forms of advertising , the more or less with a western flavor. And these people still would be contrary to the values of spiritual civilization , the mainstream cultural orientation , and thus in the face of these from abroad interactive creativity , their psychological tolerance will still doubt.

Looking abroad , although the interactive flat-screen advertising different levels of development , but the overall trend in the development of print advertising is bright , the following I will pass on print ads to analyze trends , to dissect the development of print ads is dependent external conditions , feasibility of the program in order to put forward below fully prepared to do .

Seen from the introductory chapter , one print ad trends : the multidimensional development and achieve "time" and "space" on the extension. In addition, as the network technology , communication technology and new media technology innovation, as well as the audience 's awareness of the body , so that the " interactive experience" more and more signi论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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