Research on the Creative Communication Mode of Advertising under the New Media Perspective


  • Zedong Zhan



New Media; Advertising Creativity; Propagation Mode.


With the continuous development of new media technology and the increasing number of audiences, the effect of new media advertising gradually exceeds the advertisements published in traditional media such as newspapers, television, radio, magazines, etc. Under the influence of the new media era, the way advertising art is disseminated has also undergone tremendous changes. It is necessary to keep up with the pace of the times and make the advertising model close to the taste of the masses. This article first introduces the characteristics of advertising mode in the era of new media. Under the influence of new media, the advertising industry must make changes and enhance innovation, so as to effectively conform to the trend of social development, achieve the established development goals, and enhance the core competitiveness of the advertising market. How to adapt to the advertising environment of new media and survive in the new media environment has become a major difficulty facing the advertising industry. Advertising practitioners must explore the expression of new media advertising creativity in order to maximize the dissemination of advertising information. Advertising creative designers need more attempts to enhance creative interactivity, create a creative cultural atmosphere, and improve creative quality.


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How to Cite

Zhan, Z. (2022). Research on the Creative Communication Mode of Advertising under the New Media Perspective. BCP Social Sciences & Humanities, 20, 598-603.