智媒时代广告创意与媒介技术的关系转向  

The Transformation of Relationship Between Advertising Creativity and Media Technology in the Era of Intelligent Media

作　　者：皇甫晓涛 黄瑚[1] Huangfu Xiaotao;Huang Hu

机构地区：[1]复旦大学新闻学院,上海200433

出　　处：《中州学刊》2020年第9期163-168,共6页Academic Journal of Zhongzhou

基　　金：国家社会科学基金重大项目“马克思主义中国化百年传播话语体系变迁研究(1919—2018)”(18ZDA315)。

摘　　要：数字科技及人工智能在广告创意中的应用,使传统广告业面临着巨大的转型压力。一方面,新的媒介技术给广告公司带来明显的经济效益,促进了广告创意形态的多样化;另一方面,技术深度介入创意给传统广告创意人带来了主体性消解、话语权消失的危机。在被动接纳新媒介技术的过程中,传统广告创意人充满着抗拒。从广告创意与媒介技术抗拒—突破—共生的关系转向看,理性看待媒介技术,准确而恰当地处理好广告创意与媒介技术之间的互动关系,实现良好的共生性互动,应该成为今后广告创意人的重要思维和行为方式。The application of digital technology and artificial intelligence in advertising creativity poses great pressure on the traditional advertising industry for transformation.On one hand,the new media technology has brought obvious economic benefits to advertising companies and promoted the diversification of advertising creative forms.On the other hand,the deep involvement of technology in creativity has brought the crisis to traditional advertising creators of subjectivity digestion and discourse power disappearance.In the process of passive acceptance of new media technology,traditional advertising creatives are full of resistance.From the perspective of the relationship transformation of resistance-breakthrough-symbiosis between advertising creativity and media technology,a rational view of media technology,accurate and appropriate handling of the interactive relationship between advertising creativity and media technology,and the realization of good symbiotic interaction should become an important way of thinking and behavior of AD creatives in the future.

关 键 词：媒介技术 广告创意 互动关系 

分 类 号：G206.2[文化科学—传播学]