The Logic And Trajectory Of Advertising Form Evolution

Under a new propagation environment, We clearly feel the reality that the survival status of advertising form takes unprecedented appearance, and the evolution of which has entered a new era. In this context, and to some extent,it has been a historic mission for advertising research to sort out the development path of advertising evolution, to analyze its evolution logic,to explore its development trend and even further to reveal its regulars.This paper has periodically differentiate the advertising evolusion, namely,the original stage,the modern media stage and the digital form stage. starting from two logics---space time and sense,and based on the breaking through of space-time as well as intergrating of sense instead of previous writing mode in historical dynasties way,.In original stage, it is vey limited for the last and propagation range of advertising,thus consulting in the seperation of audiovisual elements.While in modern media stage,previous limits have narrowed and conversely, expanded. The basic forms of advertising have made their own established and the realization of dynamic and three-dimensional presentation of visual elements.And in last digital form stage,advertising has achieved fundamental breakthroughs in time-space survival and propagation range,thereby the advanced return to elementary form in terms of sense.Particularly, in terms of sense, advertising changes is based on the growth and evolution of elementary form. Its changes trajectory can be described as in-kind advertising is the elementary form of visual advertising, which become pictures and logos as secondary forms. Then, after the character generated, through a variety of media selection, until newspapers produced, advertising form seeks to its mature form. Oral selling advertising is the elementary form of aural advertising,which become singing form as secondary form and audio form as transitional form, until the broadcast appearing, advertising form seeks to its ideal mature form.TV advertising for the first time makes the visual and auditory integration effectively, thence, advertising form from the static to the dynamic, from the plane to the three-dimensional, presented by the only black and white landscape to show the colorful world.Un the conditions of virtual reality technology and NBICS (nano-bio-information-knowledge-social) technological polymerization, advertising achieve multi-sensory balance and advanced return to elementary form will be possible. In terms of space-time dimension, advertising forms from verbal form, character form, text form to audio-visual form, expanding the survival scope in time and space, although the ability to overcome the constraints of space-time in growing, but the scope is always limited, only in the digital form, this situation occurred a fundamental change. In-kind advertising can guarantee buyers and sellers physical presence, and after the character ads generate, especially in print ads and electronic advertising period, the two sides are physically absent. Under the conditions of virtual reality technology, advertising can achieve copying in the field-effect in depth. In the original and the modern media stage, just advertising communicators enjoy spreading freedom, in digital form stage, advertising's mobility survive makes the communicators and recipients of the advertising both enjoying spreading freedom.This thesis further concluded the basic content through the track of logic of advertising evolusion form.Temporal logic is that advertising forms are constantly trying to overcome the constraints and obstacles of time and space in order to survive in a wider range and the greater freedom of spread, the so-called spread freedom, not only the freedom shared by the space-time communication, but also refers to the temporal freedom by using mass media; macross freedom is the trend of advertising form evolusion,which is the deep copy of presentation of body and sense as well as the high pursuit for media usage. Sensory Logic include that the evolution of advertising forms should meet the regularity that humans naturally perceive patterns; multi-sensory balance and naturalization is the development trend of advertising survival. In summary the advertising form will balanced develop directed to macross free and multi-sensory.Finally, combined with its own characteristics of advertising evolusion and the usage of related theories of cultural evolution,this thesis reveals the rules and laws of advertising evolusion, including its general and special advantage rules, co-evolution law, the nonlinear evolution law and adaptation rules of advertising form. The general advantages law means:those advertising forms,which are able to survive on a larger spatial and temporal scales in a given environment, the communicators and recipients of the advertising both enjoy greater freedom of propagation, higher levels and abilities to copy the natural perception modes, as well as stronger physical presence effect, will expand the survival environment on which the behind forms depend. The special advantages law means:in the lower stage of development,those advertising forms, which due to its advantages and the newcomers lack of as well as their high degree of adaptability and "specialization" capacity to the living environment, still able to survive and maintain a substantially constant characteristics under the impact of the advertising forms in higher development stage. It is because of the general advantages and special advantages, making higher-level advertising and lower-level advertising forms can be in the the state of co-existence and co-evolution. Nonlinear evolution law consists mainly morphological discontinuity and spatial discontinuity, its connotations are:A well developed advertising form does not necessarily lead to the next development level, the next level is happening in a different nature advertising form. If the level series of advertising forms evolution are not the process of its offspring, then they would not have happened in the same area. Advertising forms evolution adaption law, including both to create and maintain,On the one hand, in the background of propagate and market dominated environment, according to which changes,advertising form must be actively adjusted so that suit. On the other hand, advertising forms have adapted to survival environment tend to maintain existing structures and patterns and existing living conditions, to which a common stability tendency advertising forms are all tend.