浅析新媒体对广告传播的影响

Analysis of the influence of new media on advertising communication

手机,有人称之为移动媒体,有人称之为新媒体,也有人称之为手机媒体,还有人称之为继"第四媒体(互联网)"之后的"第五媒体"。基于数字和IT技术的新媒体的出现,激发产生了媒介融合。在新媒介背景下,新闻传播的环境随之改变,广告传播的环境也产生了诸多新现象和新的研究领域。最明显的一个变化,就是因为新媒体出现,广告传播手段更多元化,本文主要就新媒体对广告传播的影响进行分析,希望为相关研究提供一些参考。

Mobile phones are called mobile media, some people call it new media, others call it mobile media, and some call it 'the fifth media' after 'the fourth media(Internet)'. The emergence of new media based on digital and IT technology, has stimulated media convergence. Under the background of new media, the environment of news communication has changed, and the environment of advertising communication has also produced many new phenomena and new research fields. The most obvious change is that because of the emergence of new media and more diverse means of advertising communication, this article mainly analyzes the impact of new media on advertising communication, hoping to provide some reference for relevant research.