female, teacher of Guanghua College in Changchun, full-time teacher of Media College of Changchun Normal University.
Chinese name: Li Ziqiong
Nationality: China
Nationality: Han nationality
Occupation: Teacher
Representative work: I want to have a home
Basic information
Female, born in Zhoukou, Henan Province on July 4, 1984. After the college entrance examination, he was admitted to the drama, film and television literature major of Changchun Normal University with excellent professional results. Outstanding performance in school, excellent results. After graduation, he stayed in school to teach, and now he is an in-service teacher of Changchun Guanghua College and a full-time teacher of Changchun Normal University.
Lectures
Principles and creation of poetry, introduction to advertising, new media writing, introduction to art, planning and design of film and television advertisements, real estate marketing practice, introduction to humanities and social sciences, principles of advertising communication, TV advertising production practice, advertising management and so on.
Class style
Rigorous teaching, humorous in analyzing problems, critical of current disadvantages and sharp words. Speak out boldly against the hot phenomena in the media and entertainment circles, so that students can see clearly the social variety and reality of China behind their smiles. It will also expand students' comprehensive knowledge and skills, make students who study plays understand the positive and negative reality of China media industry, and improve their cultural literacy knowledge by treating students in advertising classes. When teaching copywriting, we often quote classics and match them with appropriate beautiful music to guide students' self-perception, make the boring writing class full of vitality, highlight the more poetic side outside the modular professional teaching, and let students revel in the atmosphere of Wenshan Book Sea.
On the development trend of new media
The attention of the audience determines the future prospect of new media
With the development of commodity economy and the progress of science and technology, media is constantly being subdivided. In fact, this subdivision is also doing another kind of focus. This focus refers to the attention of the target audience of the advertisement. David? Ogilvy once said: "The advertiser said that I know that 5% of my advertising fee was wasted, but I don't know where it was wasted." Indeed, if there is no clear understanding of needs, advertisers may waste more than 5%. This is why when we design media investigation and analysis, we often design some questionnaires to try to find the media that is mentioned by the audience the highest. In fact, we might as well think in reverse, whether we can find out which media are the most useless from the audience survey and queue them.
Take the advertising media of display screen as an example. As a new electronic media spreading a new platform, display screen is no longer a rare thing. After consumers feel aesthetic fatigue and numbness in their advertisements, the advertising effect naturally decreases, which makes more and more display screens ignored and excluded. Theorists who predicted the miracle of Focus Media began to realize clearly that the display screen, as a new media, is only the product of the immature development of the advertising market.
The display screen goes from the building elevator to the bus stop, bus, outdoor square, etc. Although it is robbing the audience of boring time, the space environment is getting more and more noisy, and the lack of innovation in the form of advertising content makes the audience prefer to sleep with their eyes closed rather than take a second look. Therefore, when choosing a display screen, besides looking at the so-called coverage crowd and frequency, should we consider the interference and destructive power of the environment where the display screen is located on the audience?
If it is only a new media of hardware innovation, it is easy to be eliminated because of the popularity of hardware and the appearance of new hardware, which will make the value of new media unstable, let alone add value. Therefore, the innovation of soft content resources is very important for the development of new media.
on December 22nd, 28, it was reported that Sina and Focus Media Group announced that they had reached an agreement that Sina would merge the outdoor digital advertising business under Focus. But less than a year later, on September 28th, 29, Sina and Focus Media announced at the same time that they would not extend the deadline for the merger of Sina and Focus Media announced in December 28. Previously, according to the agreement between Sina and Focus, the merger between the two parties will be terminated automatically before September 3, 29, if the delivery is not completed.
After the success of model innovation, Focus Media has to wait for time to give an answer whether to quit or find a new way of life suitable for its own media in the face of today's shrinking market. From this perspective, the development trend of new media supported by network and communication is obviously stronger than the market potential of single-player display screens and other alternative new media, such as mobile phone media.
With the in-depth development of 3G, the communication terminal media based on mobile phones will repeat the history of Internet wealth creation. The communication industry, represented by China Mobile, has changed from information service to value-added service, aiming at industry customers, and providing comprehensive information platform interactive services for industry customers through the technical support of SI integrators. Such as digital traffic control, users can query traffic violation records by sending information. This kind of media makes the audience's attention change from passivity to initiative, which contains huge market potential. However, any medium has its advantages and limitations. Computers are faster than televisions, but consumers are more expensive to use. Mobile phones are more portable than computers, but there is still a process between hardware requirements and consumer habits. However, it can be expected that the continuous innovation and improvement of technology will bring impetus to the popularization and popularization of these new media.
Therefore, new media should not only stand from the perspective of advertisers, but also think about how to gain the attention of the audience and satisfy the audience, so as to attract advertisers and gain a place in the advertising market. (Author: Xu Yaxian, School of Media Science, Changchun Normal University; Li Ziqiong, Guanghua College of Changchun University; Bao Wenquan, Guanghua College of Changchun University)
References
1. Chen Pei Ai, editor-in-chief: Introduction to Advertising, Higher Education Press, 24.
2. Bao Wenquan, editor-in-chief: Principles and Production of Film and Television Advertising, Jilin Publishing Group, 21.