Author(s)

Danqing Zhu

Corresponding Author

Danqing Zhu

ABSTRACT

With the emergence of new communication technologies, advertising creativity is gradually breaking the framework limitations of traditional advertising design. At present, in the new media environment, the expression of advertising creativity is increasingly diversified. For example, game embedded advertising, rich media advertising, virtual interactive advertising, etc., have become the promotion of China's product / brand advertising. A new impetus for rapid development. However, new media advertisements have also exposed many problems in the rapid development. The excessive separation of consumers and products/brands caused by excessive pursuit of creativity, the over-implantation of advertisements caused by neglecting creative ideas, etc. are becoming obstacles to new media advertising. The barrier to development. This thesis comprehensively uses the theories of advertising, communication, media ecology, brand marketing, cultural innovation, etc., to make a realistic analysis of the creative ideas and development trends of advertising in the new media environment, and finally predict that in the new media environment, advertising Creative interaction, entertainment, integration and plat forming will lead Chinese advertising to another peak.

KEYWORDS

Advertising creativity, New media environment, Interactive experience, Participation