随着我国网络媒体的不断利用,自媒体不断出现,并广泛应用。自媒体的出现使我国传统的广告运作模式受到一定挑战。针对这种发展情况,自媒体的特点以及当前时代的转型发展成为人们关注的主要话题。因此,在文章中,针对广告以及自媒体中存在的一些问题,需要陈列出新的广告运行模式。所以,在网络媒体背景下,需要对自媒体产生的特点进行分析,并分析传统广告中产生的问题,并结合广播电视编号专业中使用的自媒体广告方式,以阐述自媒体时代发展下,广告面临的发展依据和挑战,从而使该专业学生更好的理解传播学与营销学理论。 With the continuous use of online media in our country, self-media constantly appear and are widely used. Since the emergence of the media, our traditional advertising mode of operation is subject to certain challenges. In response to this development, the characteristics of the media and the transformation and development of the current era have become the major topics of concern. Therefore, in the article, for advertising and some problems exist in the media, need to display the new advertising mode of operation. Therefore, under the background of online media, it is necessary to analyze the characteristics produced from the media and to analyze the problems arising from the traditional advertisements. In combination with the self-media advertising methods used in the professional broadcasting and television numbering, Faced with the development of the basis and challenges, so that the professional students to better understand the theory of communication and marketing.