The development and the status of online advertising
Nowadays, new media has become an indispensable and inevitable way in people’s daily life. Because of this situation, network, which is the main channel in new media period, could be seemed as a new competitive market especially in commercial advertising.
Commercial advertising is the main type of advertising in mass media in recent years which has a long history to form. According to the McFall’s remark, he noticed that there are two main factors to lead to commercial advertising’s development. First, Morris mentioned as the development of production and consumption, “ the predominant tendency in cultural studies has been to treat the various activities around production as
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On one hand, traditional advertising means the advertising which put on traditional media, such as television, newspaper and magazine. They have some significant features. First of all, the covering domain is determined by the media’s communication domain, and it is the important indicator which in order to make advertising strategy. Second, accessibility is another important factor to affect the advertising according to media’s audience in traditional advertising. Third, advertising which is put on traditional media could be repeated browsing by different people. Fourth, it can increase advertising’s authoritative which is based on the authoritative of television or newspaper. On the other hand, the web site could be seemed as the synonymous treatment with internet because “for most people the world wide web seems to be the only part they use on the internet” ((Janoschaka, 2004:44). As Janoschaka mentioned, internet is “multimedia based and as much serves the exchange of text, graphics and sound data” (Janoschaka, 2004:44). These data could be seemed as the advantage of internet advertising because they are connected by hyperlinks and “all computers with internet access can communicate with others” (Janoschaka, 2004:45). Internet advertising follows the same principles as traditional adverts which used in order to “increase the number of sales of the advertised product” (Armstrong, 2001:28) However, there are remarkable differences