A Study On Media Innovation Of Print Ads

Print advertisements,which have existed for a long time,have developed new forms since the end of the 20th century in America,such as three dimensions in print ads,print ads of relating to the sence of smell or hearing.The new forms attract most of the poeple because they broke through people's preconceptions about what print ads could be.The new print ads emerged in China at the very beginning of the 21th century and is developing step by step. Researchers in China has studied the reasons of the phenonenon taking place,the types of the new print ads,methods,in which they have more achievements than the others, and esthetic of the new print ads. Generally speaking,researches of the new phenomenon are still in the preliminary stage and systematic study is needed.The author analyzed the problem from the definitions of the print ads,with collecting a lot of cases and carrying on systematic study about the achievements in this subject.In the second chapter,different types of the new print ads were studied according to the sences of human.This is an important breakthought in this research.The first three sections in the second chapter is about how to strengthen the vision by the innovations of the media.The rest is about how to innovate with respect to the sences of hearing,smell and touch.The innovation with respect to the sence of taste is hard to carry out and it is also hard to find out in reality for the food safety and the technology. So this type of innovations would not be discussed in this chapter.In the last chapter,the author pointed out some problems which should be paid attention to in the application.The advertiser should pay attention to the feeling of the consumers in the innowations of the print ads;we need to deel carefully with the dialectical relationship between the innovations of the advertising media and the advertisement content;the innovations should be cooperated well with IMC.The thesis is about the media innovations in the print ads and I hope advertiser can draw inspiration from it.Print ads can not be heard or smelt.They are not motion vedio either.But we can do it by using technology or even not.We can draw attention to the print ads by turning disadvantages into advantages.Others such as TV ads and radio ads can also be done like this.