“共享经济”背景下广告传播的创新与思考

Innovation and Reflection on Advertising Communication under the Background of “Sharing Economy”

"共享经济"是当前社会出现的一种新的经济模式,而形成该模式的背景因素有社会经济结构转型发展、技术变革以及社会消费群体的观念和行为的转变等。这些背景因素对广告传播产生深刻的影响,"共享经济"语境下广告传播应创新,具体策略为:广告制作的对称参与;广告传播内容生活化;广告传播渠道生活化;广告创意的原创与共享。

The ＂Sharing Economy＂ is new economic model of the society. Its formation sources from the transition of social economic structure, technological change and the change of social consumers＇ attitudes and behavior. This paper analyzes the con- notation of the ＂Sharing Economy＂ and the influence of these source factors. Based on this, the author further proposes the innova- tive advertising strategies on audience participation, content of advertising communication, and life orientation and sharing nature of creativity：symmetrical participation of advertising production; life orientation of content and channel of advertising communication; originality and sharing of advertising creativity.