Research on the Innovation of Japanese Paper Media Advertising

随着新媒体广告的崛起，纸媒体广告的生存空间被不断地压缩。在新媒体的冲击下，纸媒体广告应该如何谋求新的发展，已成为需要解决的新课题。日本作为纸媒体与新媒体都十分发达的国家，近年来，纸媒体广告的发展虽然也受到新媒体广告的影响。但通过一系列举措的实施，不但使纸媒体广告焕发了新的生机，也探索出了纸媒体广告发展的新路径。在此背景下，本研究以朝日新闻广告和获得朝日广告奖的创意广告为研究对象，探索其面对新媒体影响下是如何通过持续地创新来解决经营难题的同时，走出自己发展的新路径。研究结果表明，日本纸媒体广告的创新性主要表现在，坚持在可持续发展基础上进行创意的创新，通过运用新技术来提升广告的版面设计能力，增强广告的视觉吸引力，强化广告设计人员的广告创作能力，融入流行文化构建能与读者产生情感共鸣的广告设计。日本的纸媒体广告，通过不断地创新，与新技术的应用，不但探索出自身发展的新路径，也为世界纸媒体广告的可持续发展提供了新的参考样本。With the rise of new media advertising, the living space of print media advertising has been continuously compressed. Under the impact of new media, how print media advertising should seek new development has become an urgent new issue to be solved. As a country where both print media and new media are highly developed, Japan’s print media advertising has also been impacted by new media advertising in recent years. However, through the implementation of a series of measures, it has not only rejuvenated print media advertising but also explored a new path for its development. Against this background, this study takes the advertisements of the Asahi Shimbun and the creative advertisements that have won the Asahi Advertising Award as the research objects to explore how they solve the survival crisis through continuous innovation and blaze a new trail for their development in the face of the impact of new media. The research results show that the innovation of Japanese print media advertising is mainly reflected in adhering to creative innovation based on sustainable development, improving the layout design ability of advertisements by applying new technologies, enhancing the visual attractiveness of advertisements, strengthening the advertising creative ability of designers, and integrating popular culture to construct advertising designs that can generate emotional resonance with readers. Through continuous innovation and the application of new technologies, Japanese print media advertising has not only explored a new development path for itself but also provided a new reference sample for the sustainable development of print media advertising worldwide.