随着信息技术产业的快速发展和持续变革,各种媒介形态正在经历着多元化的演变,并在互联网的支持下开始融合发展。正如美国马萨诸塞州理工大学教授浦尔在《自由的技术》中所述,媒介融合是指各种媒介呈现多功能一体化的趋势。在这样的时代背景下,广告作为一种重要的传播手段,其影响力不断扩大。传统纸质媒体与新兴数字媒体开始趋于融合,广告设计行业也由此进入了全新的时代。想要满足广告市场的需求,广告产业就必须致力于广告设计的多样化创新,以迎合广大消费者的多元化需求。因此,本文将探讨基于媒介融合时代广告设计的创新研究,分析广告行业即将面临的机遇和挑战,并提出广告设计的创新实践路径。With the rapid development and ongoing transformation of the information technology industry, various media forms are undergoing diverse evolution and beginning to integrate under the support of the Internet. As Professor Ithiel De Sola Pool of the Massachusetts Institute of Technology mentioned in his book “Technologies of Freedom”, media convergence refers to the trend of various media forms towards multi-functional integration. In this era, advertising, as an essential means of communication, is expanding its influence. Traditional print media and emerging digital media are starting to merge, leading the advertising design industry into a new era. To meet the demands of the advertising market, the advertising industry must devote itself to diverse innovation in advertising design to cater to the diversified needs of consumers. Therefore, this paper will explore innovative research on advertising design in the era of media convergence, analyze the opportunities and challenges that the advertising industry is poised to face, and propose innovative practice paths for advertising design.
