The Influence of Advertising Creativity on Media Operation

Creativity is the soul of advertising, and advertising without soul can not achieve the publicity effect, and it is difficult to stimulate people's desire for consumption. In the modern diversified environment, consumers have jumped out of the role of passively accepting advertisements, and then have the desire to choose actively, so this undoubtedly puts forward higher requirements for advertising creativity. However, the development of new media not only gave birth to new advertising creativity, but also promoted the upgrading of advertising creativity.

First of all, the development of new media has spawned new advertising ideas. The development of new media provides a new perspective for advertising creativity, that is, the strong combination of new media and advertising creativity. In the new media environment, combining new media with advertising creativity, using the powerful inclusiveness and convenience of new media and the novelty and attraction of advertising creativity to spread advertising information to the greatest extent, will often produce unexpected results.

Secondly, the development of new media promotes the upgrading of traditional advertising creativity. The production of traditional advertising ideas is first carried out by the market research department, then by the planning department for specific advertising planning, then by the customer department for customer feedback testing, and finally by the creative department for integration. The development of new media has broken this tradition, which not only makes the creative department participate in the production of advertisements at the early stage of taking over advertisements, but also highlights the position of advertisers in advertising creativity and advocates their active participation. In addition, the development of new media makes advertising communication more interactive and popular. Advertisers have changed from passive to active, and the requirements for advertising have already risen from accepting information to seeking psychological fit. Therefore, the participation of advertisers is particularly important in advertising creativity.

In short, the audience of advertising communication in the new media era has stronger autonomy than before. In addition, the audience of advertising communication also occupies a decisive position in the process of advertising communication, which is worth discussing.