以人为本:数字媒介生态与广告传播

Humanism: digital media ecology and advertising communication

为了把握当今数字化时代媒介生态环境与广告传播的变革,运用尼尔·M·波兹曼(Neil M.Postman)提出的“媒介生态”理论与当前广告传播实践相结合的研究方法,研究认为以人为本的数字媒介生态正在形成,广告传播以此为背景,呈现出以人为本的娱乐化价值取向、定向多维传播模式和非线性创意思维的特征。

For grasping the revolution of media ecology and advertising communication in digital age nowadays, Neil M. Postman＇s ＂Media Ecology＂ theory and today＇s advertising communication practice are combined,which pro- rides a study that humanism Digital Media Ecology are coming into being. Under the background of that advertising communication presents humanism character on advertising amusing tropism, directional and excessive dimension advertising Communication-mode and non-linearity creativity-thought.