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Decoding the Modern Consumer: New Discussion of Trans-formative Approaches to Advertising Strategy
- 1 South China University of Technology
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Abstract
Over the past decade, the field of advertising has undergone substantial evolution, transitioning from the early application of HTML web page technologies to the rapid advancement of contemporary major platforms. This evolution has encompassed significant shifts, from the conceptualization of “thousands of faces” in advertising to the burgeoning prominence of programmatic advertising, which has become a key format in the industry. The efficacy of advertising delivery is influenced by the push mechanisms and audience demographics associated with various platforms. In the current era, characterized by a substantial increase in the volume of new media audiences, it is imperative for companies and products to carefully consider the selection of delivery platforms, the choice of advertising formats, and the issues related to delivery security. Additionally, due to recent shifts in consumer attitudes towards advertising, the design of advertising content has become crucial for achieving desired outcomes under specific conditions.This paper aims to address the challenges associated with consumer “avoidance” in the context of contemporary advertising development, and to review the relevant literature concerning advertising content, consumer engagement, and related research. Key areas of focus include the design of effective commercial campaigns and the characteristics of compelling advertising content. The paper also draws on research regarding consumer advertising preferences and literature on creative media advertising to offer a comprehensive reference. Through this synthesis, the paper seeks to provide general recommendations and tailored advertising strategies for various types of companies based on their specific needs, thereby offering valuable insights into optimizing advertising strategies in different contexts.
Keywords
Advertising, consumer engagement, marketing, advertising strategies
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Cite this article
Nie,R. (2025). Decoding the Modern Consumer: New Discussion of Trans-formative Approaches to Advertising Strategy. Communications in Humanities Research,59,66-72.
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Volume title: Proceedings of the 3rd International Conference on Interdisciplinary Humanities and Communication Studies
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