A Study on Visual Dissemination of Artistic and Advertising Design Creativity in the New Media Context

This study examines and interprets how the new media environment has reshaped the modes of cultural and artistic creativity and the structure of visual dissemination through a systematic review of existing literature and representative studies. By synthesizing prior research, the study suggests that diverse visual elements such as text, images, video, icons, graphics, and motion are increasingly integrated on digital platforms, thereby contributing to expanded forms of creative expression and multilayered cognitive and affective user responses. Furthermore, the analysis indicates that visual dissemination in new media environments is commonly characterized by real-time interactivity, algorithm-driven exposure, and heightened audience participation, which have been discussed in prior research as influential factors shaping the circulation and interpretation of creative content. Based on this synthesis, the study conceptually discusses the emergence of what may be described as “extended creativity,” referring to a tendency in contemporary art, design, and advertising to move beyond static visual expression toward participatory, emotionally immersive, and platform-mediated creative practices. Rather than establishing causal relationships, this research provides an interpretive framework and theoretical implications for understanding visual dissemination and creativity in new media contexts, offering directions for future empirical investigation.