Dr. HUNG Chor Kin, EdwardEdwardDr. HUNG Chor Kin2018-10-302018-10-302018In Ho, A. G. (Ed.) (2018). Advances in human factors in communication of design (pp. 83-87). Singapore: Springer.http://hdl.handle.net/20.500.11861/5384With 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.enConference Paper10.1007/978-3-319-93888-2_8