Author(s)

Xiaodan Jin

Corresponding Author

Xiaodan Jin

ABSTRACT

The media environment is changing with each passing day, the new media is developing in full swing, and the media pattern is changing dramatically. Traditional advertising platforms have strict boundaries and divisions due to technical reasons. Media convergence breaks the constraints of advertising platforms, and all kinds of advertisements can be presented and disseminated by digital means. To realize the spread and influence of brand, it is necessary to find a three-dimensional way of communication, so as to truly realize integration, three-dimensional and multi-angle. Based on this, this paper will analyze the existing problems of brand advertising communication under the background of media convergence, and then put forward the new media communication strategy of building brand advertising. New media brand advertising communication should consider media positioning, put advertisements more accurately, try to achieve even distribution at the artistic and innovative levels, and consider the audience's intuitive feelings, so as to achieve brand advertising communication more accurately.

KEYWORDS

Media convergence, Brand advertising, New media, Communication strategy