摘要
数字技术和网络技术的迅猛发展引发了媒介融合。媒介融合的影响面涉及媒介生态系统中的每一个环节,其中也包括广告传播。媒介融合对广告传播的影响是全方位的,本文着重探析媒介融合对广告主体、广告媒介、广告信息以及广告客体的影响,以期找到演变中广告传播活动的正确方向。
The fast-paced development of digital and internet technologies have resulted in Media Convergence. Every element including advertising communication within the media eco-system has been influenced and impacted by Media Convergence. In hope of finding out the correct evolution path ＆ direction of advertising communication, this paper focuses on the study of the impact of Media Convergence over advertising communications in terms of advertiser, advertising media, advertisement information and the advertising target-consumer.
出处
《中国广告》
2011年第9期126-130,共5页
China Advertising
关键词
广告
广告传播
媒介融合
媒介形态
Advertising
Advertising Communication
Media Convergence
Media Morphosis
