常崇蕾

【Abstract】With the development of Internet information technology，new media advertising media came into being as a modern form of advertising，which has a great impact on the dominant position of traditional advertising. However，we can not deny traditional advertising. We should combine the advantages of traditional advertising and new media advertising to realize the innovation of modern advertising industry，This paper describes the advantages and disadvantages of traditional advertising and new media advertising，and combines their operation.

【Keyword】Traditional advertising;New media advertising;Learn from others ' strong points and close the gap.

Advertising is the product of commodity economy. As a marketing promotion method rising with commercial activities，the development of advertising is influenced and promoted by technological development，cultural development and increasingly fierce competition in market economy.It not only needs to convey commodity information，but also to convey beauty to the majority of consumers，influence and guide people's cultural and aesthetic taste，and plays a special role in promoting the transformation of social concepts and lifestyles.

1、The transformation of traditional advertising and new media advertising

The dissemination and development of advertising is inseparable from the changes of art and design. Advertising appears with the emergence of market economy. The production and transaction of commodities will inevitably have the existence of advertising.Its development is driven by the development of technology，culture and the increasingly fierce competition in the market economy.

In terms of communication media，the traditional advertising communication mode mainly depends on traditional media such as TV，radio，newspapers，periodicals and magazines.With the development of Internet information technology，new media companies came into being，and a variety of new media technologies are becoming more and more mature. New media advertising is advertising published on emerging media：network advertising，mobile phone short message advertising，vehicle TV advertising，building TV advertising，etc.

Traditional advertising mainly relies on four major media，which exist in our life and play an important role all the time：

1.It has a large scale of communication.Usually，the circulation of traditional advertising is relatively large，especially the comprehensive tradition of national distribution，and these readers are relatively stable.

2.High credibility and deep image.Generally speaking，traditional advertising enjoys a high promise in the eyes of readers. The news it publishes has certain authority. Relying on traditional advertising，it can win the trust of readers.

3. The poster form of traditional advertising is easy to retain and repeatable.Traditional advertising is not as fleeting as television and broadcast advertising. It can not be pursued. It accurately transmits advertising information to the audience in the written language of patterns and words，which is convenient for consumers to collect relevant materials and can be retained and consulted later.

In today's society，the use of Internet information technology is everywhere，which has changed and facilitated our life to a great extent. Therefore，traditional advertising has gradually exposed its shortcomings. For example，the life cycle of traditional advertising is short，and people tend to read newspapers quickly and once.Some products can't be advertised on traditional advertisements and are restrictive，such as goods to be demonstrated.Moreover，traditional advertising can not present the characteristics of goods because it is difficult to create visual beauty due to printing technology.However，due to the strong monitoring of traditional advertising by relevant departments，it also makes the information of traditional advertising more reliable and authoritative.[1]

The emergence of new media has spawned a large influx of new media advertising. The emergence of new media advertising has brought new opportunities to goods and services. It overcomes the disadvantages of traditional advertising and can realize the interaction between advertising communication and audience groups. It is no longer just one-way communication，but more for users to experience and interact.After the experience，users can get the feedback of users' real feelings and promote the development of the brand. Once the brand is praised，users are willing to spread word-of-mouth in the form of interaction to spread the brand more highly.[2]

2、The combination of traditional advertising and new media advertising.

Although with the prevalence of new media advertising，traditional advertising is not popular，but with its own unique advantages，traditional advertising is still the one that creates the highest value among all advertising types.Therefore，we can not completely deny which form of advertising，but integrate it and learn from each other.The communication form of new media advertising needs us to open up a new road of independent innovation.

3、Summary

The birth of new media is an inevitable trend in the information age. Although there will be some conflicts between the two，they complement each other through their characteristics. The emergence of new media improves the communication scope and timeliness of traditional advertising，and the authority and professionalism of traditional advertising also provide protection for new media.

Bibliography：

[1]Wang Zhixin，Gu Yu，Zhu Hong. Research on the combination of traditional advertising and new media advertising communication mode [J]. Western radio and television，2019（15）

[2]Wang Cao. New media advertising communication form and performance expansion [J]. New media research，2016，002（022）：p.48-49