英语翻译摘 要\x05在传统媒体广告以媒介为主体、一对多的模式下,受众永远是广告的靶子.在媒体日益发展、丰富的今天,传统

英语翻译
摘 要
\x05在传统媒体广告以媒介为主体、一对多的模式下,受众永远是广告的靶子.在媒体日益发展、丰富的今天,传统媒体的模式已被解构.在当下信息高速发展的数字时代,以互联网、手机、户外电子等为代表的新媒体把单向的信息传递变为双向的互动沟通,广告由被动变为主动,受众的身份发生了根本性转变.
\x05新媒体根植于互动性较强的文化体系下,随着新媒体技术的不断更新,广告设计不再被传统的广告模式所羁绊,重心开始转移到互动广告上来.“媒体成就创意,创意颠覆媒体”,除了广告设计等方面因素,广告承载的媒介也是影响广告效果的一个重要条件.广告的有效覆盖率还体现在媒体的创意性设计上.新媒体广告的诞生,让受众更接近产品、了解产品.
\x05本文的写作,首先对数字时代和新媒体作简要概述,接着从新媒体的概念入手,重点交代在新媒体的发展下广告设计的种种特征和表现.通过对新媒体广告实务的分析,归纳各种不同种类新媒体广告的技术及特点.随后指出在新媒体的影响下广告的发展状态,以及新媒体广告的所面临的机遇和挑战.最后,文章探索性的提出新媒体广告的发展前景,并辅以广告案例加以说明.
关键词：数字时代,新媒体,广告设计,新特点

In traditional media advertising to the media as the main body,a pair of many mode,the target audience is always advertising.Increasingly,rich in media today,traditional media model has been deconstruction.In present information high-speed development of the digital age to Internet,mobile phone,outdoor electronics,etc,as a representative of the new media put one-way information into a two-way interactive communication,advertising from passive into active and the audience identity undergone a fundamental change.
New media rooted in the interactive strong cultural system,with the new media technology unceasing renewal,advertising design will no longer be the traditional advertising mode,began to shift by gravity to interactive advertising up."The media achievements originality,creativity subversion media",in addition to advertising design aspects of the media is also affect advertising bearing the advertisement effect is an important condition.Advertising is reflected in the effective coverage on the creative design media.The birth of new media advertising,let the audience closer to products,understand the product.
This paper writing,first of the digital age and new media,then briefly outline the concept of new media,especially in the development of new media account under various characteristics and advertising design performance.Based on the analysis of the new media advertising practice,concludes the different kinds of new media advertising technology and characteristics.Then pointed out that under the influence of new media in the development of advertising condition,and the new media advertising facing opportunities and challenges.Finally,the article put forward new media advertising the exploratory the development prospects,supplemented by advertising case to illustrate.