The Negative Social Effect And Optimization Strategy Of New Media Advertising Dissemination

Under the background of Internet technology increasingly developed,the mobile terminal display and high technology content of new media advertising is developing very fast.And the new media advertising soon became the current in the field of advertising media to be bestowed favor on newly.But on the other hand,although new media advertising propaganda by means of its technology and communication advantages formed the development pattern of passing information quickly,as an advertisement carrier failed to effectively eliminate the weaknesses,coupled with the growing too fast,lack of supervision,result in new media advertising in recent years,often associated with negative events,which formed a larger negative social effect.For example,the 2016 wei zexi incident was caused by the unclear logo of BIDU's advertising and commercial promotion and the excessive weight of paid bidding,which led to the advertising of its search results and the lack of impartiality and objectivity.For another example,many mainstream news websites or client websites,such as toutiao,qutoutiao,360,etc.,are full of false propaganda and advertising information involving unhealthy content on their home pages,which will not only mislead consumers,but also harm the growth of minors.In addition,due to the continuous progress of current big data technology,new media advertising can rely on the collection of network users' habits and operations to calculate their various preferences,targeted advertising delivery,but this will obviously reveal part of the personal privacy of network users to a large extent,is a typical violation of personal interests.All these factors show that the disadvantages of new media advertising have not been effectively curbed at the present stage,which needs special research.Based on the possible negative social effects of new media advertising,this paper starts from the main problems,analyzes the causes of the problems,and proposes relevant countermeasures for each reason,in the hope of promoting a more healthy and orderly development of new media advertising.