新媒体环境下的广告本质

Essence of Advertising under the New Media

从广告数字化信息沟通功能、广告中附着的意义和价值取向以及广告传播的社会责任等三个层面分析认为,新媒体环境下,广告融入了消费者生活环境和媒体环境,在互动性、个性化、人性化的媒体特征中,消解了企业与消费者,消费者与其他社会成员之间的界限,其本质在于让广告成为融入生活的一种信息形态,并以广告为中心构建一个具有共同的价值观念和强烈的社会责任意识,同时也能协同解决社会公共问题的生活共同体。广告本质的这种变化和转型,顺应了时代和消费语境变化的需要。

This article analyzes the essence of advertising based on its function of digital communication, its associated meaning and value, and social responsibility for its communication, and holds that under the new media, advertising becomes a part of consumers’ living and media environments which closes the gaps between corporate and consumers, and between consumers in a community amid the media”s interactive, personalized and humanistic drives. The purpose of the trend is to turn advertising into a regular form of information in life build a life community around it whose members share common sense of value and of social responsibility and are capable of handling social problems with coordinated efforts. The changing forms and functions of advertising adapt to the changing consumption context in the changing time of today.