Characteristics and development trend of advertising communication in new media communication environment

In recent years, with the continuous development of new media information technology, the forms of advertising are gradually rich and colorful, and styles are diverse, which leads to the advertising marketing strategy also gradually adjusted and changed. This paper mainly analyzes the characteristics and development trends of advertising communication in the new media communication environment, and makes a simple analysis from the basic elements of advertising communication, and also discusses the current new media environment, so as to fully reflect the new form of advertising communication trend in our country. With the continuous improvement of Chinese new media environment, in order to improve the multi-screen contact ability of new media information technology and enhance the experience of new media interaction, to fully meet the needs of Chinese consumers, and truly realize the return of advertising communication mode.