Author(s)

Sun Lili, Mi-Sun Lee

Corresponding Author

Sun Lili

Abstract

With the rapid development of new media technology, advertising culture is facing more profound changes. The forms of media are changing with each passing day. At the same time, the integration of advertising industry demands more and more advertising professionals. This paper will focus on consumer society in the context of new media, mainly analyze the connotation, structure and nature of advertising culture in the context of new media, and analyze the contradictions between the subject and object in advertising culture movement. Finally, this paper reflects on the role of advertising culture in consumer society, analyzes the impact of online advertising on consumer society, and points out the development ideas of online advertising, so as to realize the healthy development of advertising culture in the context of new media.

Keywords

New Media Background; Advertising Culture; Consumer Society; Internet Advertising; Road of Benign Development;