The Research On Characteristics Of Advertising In The New Media Environment

The vigorous development of new media provides a more effective communication carrier for advertising industry, it also brings more development opportunities for advertising design. Under the new media environment, through the target audience subdivision, advertisers can develop more targeted advertisement based on the characteristics of audience, so as to reduce the audience's psychological repellence to advertising messages and enhance the advertisement result. Meanwhile, the new media interactive advertising's content design, personalized creative space, digitized technological support, humanized information transmission, diversifying advertising performance, which make the visual communication of advertising message more interesting and effective.This paper starts with the concept of new media, mainly researches on the advertising design features under the new media environment, put special emphasis on the combination of case analysis and theoretical research. By analyzing the advertising design example of new media, sums up the features of different kinds of new media technologies and carriers, states the challenges and opportunities faced by advertising design under the new media environment, and summarizes the problems raised in the application of new media advertising design. Take this as the reference, sum up the development potential of advertising design under the new media environment, and get the "three combinations" trend prediction:"old and new combination", is aimed at how to make customers and advertisers to embrace the new media form; "time and space combination", to solve the problems that how to combine the media under the new media environment and make the customers permeated in the advertisements, so as to bring a better advertising effect; "beautiful harmony", describe how the new media advertising to coordinate the relationship with consumer market, urban beauty, customer psychology acceptance and cultural inheritance. In addition, offer relevant proposals to the new media advertising employees how to deal with the relationship between advertising design and market, culture, consumer psychological need. These conclusions provide the theoretical guidance and reference method for the advertiser to do new media investment and try, and promote the development and progress of advertising.