Exploring Innovative Pathways of Animation Advertising Empowered by New Media Art

Abstract

In the context of rapidly evolving digital technologies, new media art – characterized by its cross-media nature, interactivity, and immersive experience – has increasingly become a critical force in animation advertising. This paper systematically examines the characteristics of new media art and its integration into animation advertising through technologies such as virtual reality (VR), augmented reality (AR), motion graphics, and data visualization. By focusing on narrative strategies, interactive mechanisms, and user experience optimization, it proposes a three-stage innovation model of “immersion–participation–propagation.” Representative cases, including Alipay’s “Five Blessings” campaign and Nike’s AR sports ads, are analyzed to explore the transformation of advertising expressiveness empowered by new media. The paper also addresses the ethical and technical challenges and offers strategic recommendations for the sustainable development of animation advertising in the era of intelligent media.