New Media In The Context Of The Ecological Study Of Advertising

Since the mid 90s of last century, the advertising industry has been rapid development in China. In recent years, academia, industry and government departments, all of the advertising industry have given a lot of attention. New media is the twenty-first century, a product of technological development, its arrival brings not only new to people living and consumption patterns, but also on the advertising industry had a huge impact. This effect not only because of the unique features of new media production, and it is from the advertising industry, the imbalance within the system, eventually leading to the ecological crisis in the advertising culture. This article tries to explain the following aspects of new media, advertising and cultural ecological context of the subject.This paper is divided into four sections, the first is the introduction, describes the research background, significance and research methods, research topics in a clear, while for the present research. Then is the first chapter, the major new media and new media context of these concepts elaborated basic concepts in clear, introduced the main functions of the new media and Entity significance, after the paper studies intended to lay the theoretical foundation for cultural ecology ad ; then is the cultural ecology of the composition and function of both the analysis of cultural ecology; last the ideas of new media in the context of the significance of the cultural ecology and cultural ecology of the crisis there. This leads to the second chapter is to discuss the theme of the advertising culture, ecology, and social concepts were from several areas were discussed. The third chapter focuses on advertising and cultural ecology of potential external shocks and internal crises, as presented below, pave the way of specific solutions. Chapter IV is mainly the issues raised on the third chapter is given to solve the recommendations of advertising culture ecological crisis. Finally, in the article text of a summary, intended to raise the core of this argument and the main conclusions.