Communications in Humanities Research ISSN: 2753-7072
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Research Article

Research on Paradigm Transformation and Strategic Reconstruction of Traditional Advertising Industry in the New Media Era

Yu WuMacau University of Science and Technology*

* Corresponding author: [email protected]

Abstract

Nowadays, the new media is having a rapid development, which has profoundly changed the traditional advertising industry. This disruption necessitates strategic reinvention in traditional advertising to address evolving market demands. This study discusses the importance and approaches for the transformation of the traditional adverting industry in the new media era. We analyze present situation, the facing challenges, and the potential strategies for adaptation of the traditional advertising, using the ways of case studies and literature analysis. It can be concluded that traditional advertising must integrate technologies such as AI and AR/VR, implement cross-platform strategies, and align with consumer values like sustainability and cost-effectiveness to regain market relevance. The transformation requires striking a balance between digital innovation and traditional strengths in creative storytelling. Future research could extend into cross-cultural adaptation studies.

Keywords: New media; traditional advertising; paradigm shift; strategic reconstruction; digital transformation.
Published: September 24, 2025
DOI: 10.54254/2753-7064/2025.KM27169
Volume: CHR Vol.80
pp. 50-54
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