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社交化将在何种程度上瓦解与重塑广告业?早在1917年,英国小说家诺曼·道格拉斯用这样的话表达对广告业的推崇:通过广告,你可以发现一个国家的理想。但这个全球产值达到4750亿美元的产业,与传统媒体一道,正经受瓦解与重塑的挑战。已有声音质疑:在新的技术应用、消费习惯和社交方式的倒逼之下,传统的4A广告公司是否正在加速消亡?本刊研究部历时2个月,采访了近20位来自广告业、传播业、学界的专业人士和机构。无论是来自新技术领域还是传统广告行业的声音,大多认为,整体意义上的广
As far back as 1917, British novelist Norman Douglas expressed his admiration of the advertising industry in such a way that you can discover the ideals of a nation through advertising. However, this global output value of 475 billion US dollars of industry, together with the traditional media, is undergoing the challenge of collapse and remodeling. There have been voices questioned: In the new technology applications, consumer habits and social forms of Forced down, the traditional 4A advertising company is accelerating extinction? Articles research department lasted two months, interviewed nearly 20 from the advertising industry, Communication industry, academic professionals and institutions. Whether it is from the new technology or the traditional advertising industry voice, most think that the overall sense of the wide