The Four Roles of Modern Advertising:From the Perspective of Rela-tionship Transformation between Advertising and Content
The development of modern advertising has always been accompanied by the problem of how to get along with media content.On the one hand,the content is the soil and environment for the growth of advertising.Advertising depends on content but also interferes with it.On the other hand,modern advertising provides a source of funds for the free dissemination of content,which is insepara-ble from advertising but also wishes to stay away from advertising.The contradictory and entangled rela-tionship between the two shows four main development forms of interruption,coordination,disguise and symbiosis,and reveals the internal logic and external power of modern advertising development:advertis-ing tends towards content,not only imitating the form of media content,but also pursuing the quality of media content.From interruption,coordination,disguise to symbiosis,every approach of modern ad-vertising to media content is a transcendence of its own limitations and a return from brand value to us-er value.
modern advertisingmedia contentrelationship transformationfusion symbiosis
万方数据
维普
