An Exploration of Domain-Dependent Design Theories for the Designing of Advertising Functions and Contents on New Media

  • Edward C. K. HungEmail author
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 796)


With the spate of new media, new types of advertisements have appeared with some of them giving us a surprise and the others a failure. How should we improve them? How should we design them? Should we use the existing conceptual design theories to design the advertising functions and contents running on these new media? If not, what should we do? What is an alternative? This paper is to introduce a study of domain-dependent design theories providing new media designers a better means to design appropriate advertising functions and contents on new media. It concludes that such a new study offers a new horizon for the design community.


Associative paths Domain commonalities Subconceptual design theory 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2019

Authors and Affiliations

  1. 1.Department of Journalism and Communication, Faculty of ArtsHong Kong Shue Yan UniversityNorth PointHong Kong

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