新媒体时代广告业发展核心力量的关系研究——基于技术、媒体与创意的分析

Research on the Relationship between the Core Competitiveness of Advertising Industry in the New Media Era——An Analysis based on Technology, Media and Creativity

随着信息技术的不断进步和新媒体技术的不断发展,当前全球范围内的广告行业正在经历新一轮的变革浪潮。技术成为了继创意和媒体之后构建现代广告基本形态的第三种核心力量。本文结合新媒体的时代背景,对新技术之于媒体、创意所产生的提升与消解效应进行了分析,在研究三者关系的基础之上,探讨新媒体广告业未来的发展进路和传统媒体广告业转型升级的策略。

with the continuous progress of information technology and the continuous development of new mediatechnology, the current advertising industry around the world is experiencing a new wave of change. Technology hasbecome the third core power to build the basic form of modern advertising after creativity and media. This paper,based on the background of new media, analyzes the promotion and elimination effect of new technology on mediaand creativity. Based on the study of the relationship between the three, this paper discusses the future developmentapproach of the new media advertising industry and the strategy of the transformation and upgrading of the tradition-al media advertising industry.