新媒体发展对广告业的消解与重构

The Development of New Media Clearing up and Reconstructing advertising industry

新媒体的横空出世并迅猛发展意味着广告业将面临整合与重塑。新媒体使广告的媒体投放由“选择过少”变为“选择过多”，为广告业发展确立最佳的媒体组合，催生广告平台分化整合并引发广告市场新一轮媒体争夺战。新媒体在对传统媒体进行超越和颠覆过程中预示着广告的“软”传播时代的到来，其传播的主导方式也将由平面“单语言”向立体“多语言”转变，即由平面的、单向度、硬性的传播形式向多维的、互动的、置入式、软性的传播形态转换。由此，广告传统的营销模式将“过气”，新媒体的互动性带动广告互动营销的兴盛；媒体的“碎片化”和营销手段的多元化助推整合营销传播步入正轨；广告对象的小众化赋予草根营销的可行性。新媒体以其自身特有魅力在媒体角逐中崭露头角、焕发生机，但作为新生事物在其发展中不免暴露出稚嫩和青涩，新媒体的非教化致使其可控性的缺失，我们应该看到在“众媒狂欢”所营造的喧嚣与浮躁时代，新媒体凭借其冲淡一切、分散一切的力量和“祛圣化”功效使得广告的“泡沫化”越来越严重，它在提升广告业发展的同时也为其带来了新的考验。

When new media are born and develop rapidly, it means that the advertising industry would be consolidated and remodeled. New media make advertising media placement change from ＂option is too small＂ to ＂select too much＂, establishing the best mix of media for the development of the advertising industry, and causing advertising platform integration and differentiation also triggering a new round of media battle in the advertising market. When new media exceed and overturn , it indicates that advertising ＂soft＂ communication era is coming, the dominant mode of its transmission will also be changed from fiat ＂single language＂ to the three- dimensional ＂multi-lingual＂, that is from flat, one-dimensional, rigid forms of communication to multi-dimensional, interactive, placement type, and soft spread morphological transformation. Thus, the traditional marketing model of advertising would be＂ outdated ＂; New media interactive feature drive the rise of advertising of interactive marketing; The media＇s ＂fragmentation＂ and the diversity of marketing boost integrated marketing communication on the right track; The small minority of advertising object endows the feasibility of grass- roots marketing. Although the new media emerge and revitalize their own unique charm in the media competition, as new things can not help exposing their immature and sentimental, Non-enlightened new media lead to the lack of controllability. We should see the din and impetuous era created by the＂ media carnival＂ ; New media, with its power of ＂watered down everything＂, ＂decentralized everything＂ and ＂sanctified＂ effect makes advertising ＂bubble＂ getting more and more serious. It enhances the development of the advertising industry as well as creating new challenge.