新环境视角下我国广告产业传播形态探析

On the Communication Form of China's Advertising Industry from the Perspective of the New Environment

本文针对当下中国广告产业面临的新环境,着重从广告传播形态角度,提出"以产业融合为手段,以隐性的娱乐化传播作为主导传播形态,以传统广告传播形态作为有效补充"的多层级、生态型的广告产业传播形态。

The article focuses on the new environment of Chinese advertising industry and suggests ＂industry integration as a means to covert dissemination of entertainment as a dominant form of dissemination, the spread of the traditional form of advertising as an effective supplement, ＂which forms multi-level, ecological patterns of dissemination of the advertising industry.