本文關(guān)鍵詞：互動式戶外廣告研究　出處：《新疆大學》2015年碩士論文　論文類型：學位論文

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【摘要】：默伍德?lián)蝸喼迲敉?Asiaposter)公司的首席執(zhí)行官時曾說過:戶外廣告才是真正的大眾媒體,不是所有人都看電視、閱覽報紙或者上網(wǎng),但是任何人離開家都會看到戶外廣告。戶外廣告是一種古老而又現(xiàn)代的廣告形式,其歷史可以追溯到5000多年前刻在方尖塔上指引行人的象形文字。戶外廣告發(fā)展到今天,其形式多種多樣,除了早期的懸掛實物和招貼傳單,還有櫥窗、路牌、霓虹燈等。只要我們離開家,置身在戶外這個大的公共環(huán)境中,我們被各種各樣的戶外廣告充斥著。在這樣的海量戶外廣告里人們?nèi)菀桩a(chǎn)生視覺疲勞,戶外廣告的信息也會被受眾自覺的過濾屏蔽掉。因此,戶外廣告創(chuàng)作者在如何抓住受眾“疲勞”的眼球,如何使受眾在海量的信息中選擇注意自己的廣告信息成為難點。“互動”概念的引入能夠較好的解決了戶外廣告被忽略的難題,因此,互動式戶外廣告成為戶外廣告未來的發(fā)展趨勢。本論文以互動式戶外廣告為研究對象,通過對其概念的界定、傳播三要素的分析、創(chuàng)意策略的歸納、表現(xiàn)形式的實例論證和內(nèi)容的發(fā)布與管理闡釋,較為系統(tǒng)全面的展示互動式戶外廣告目前的發(fā)展現(xiàn)狀,并從分析中發(fā)現(xiàn)其所存在的問題以及找出相應(yīng)的解決辦法。最主要的是通過以上一系列的分析及論證為我國互動式戶外廣告今后的發(fā)展提供切實可行的思考,尤其是在新媒體時代下,我國互動式戶外廣告該如何抓住機會實現(xiàn)自身又好又快的發(fā)展提出一系列具有建設(shè)性的意見。本論文主要通過對已有的文獻資料和國內(nèi)外優(yōu)秀的互動式戶外廣告案例進行研究,在案例的選擇上,主要是選取那些具有一定的代表性或是獲得過國際性廣告獎項的互動式戶外廣告,這樣歸納總結(jié)出的創(chuàng)意策略和表現(xiàn)形式更具有代表性和可靠性。本論文通過對互動式戶外廣告較為全面的研究發(fā)現(xiàn):在信息時代,廣告信息的有效傳播需要將消費心理模式(AIDMA模式)中的第一環(huán)節(jié)“引起注意”(Attention)由暫時注意到持續(xù)性注意和擴大注意的轉(zhuǎn)變。要達到這樣的效果,既需要在廣告創(chuàng)作之初加入更多的創(chuàng)意元素,也需要以科技為依托進行多元化的信息傳播,尤其是搭上新媒體的快車道,將互動式戶外廣告與手機屏、計算機屏等聯(lián)系起來不失為一種進行實時互動的好方法。這樣的多屏傳播方式既能拓寬廣告信息的傳播面,還能提高廣告信息的傳播深度,提高廣告出現(xiàn)的頻率和加深受眾對廣告的記憶度。多屏互動的傳播方式是未來互動式戶外廣告的發(fā)展趨勢所在,也是我國發(fā)展互動式戶外廣告的方向所在。
[Abstract]:Mawood served as the Asia Outdoor (Asiaposter) CEO of the company said: outdoor advertising is the real mass media, not all people are watching TV, reading newspapers or the Internet, but anyone who left home will see outdoor advertising. Advertising outdoor advertising is a form of ancient and modern, its history can be back to 5000 years ago. Guidelines on the Obelisk pedestrian hieroglyphs. Outdoor advertising development today, the variety of forms, in addition to the early hanging objects and leaflet, and window signs, neon lights. If we leave the house, in the middle of this large outdoor public environment, we were outdoors all kinds of advertising with massive outdoor advertising. In such people prone to visual fatigue, outdoor advertising information will also be conscious of the audience filtering masked. Therefore, the outdoor advertising creators in How to seize the audience's eye fatigue, how to make the audience in the vast amount of information in the selective attention of advertising information become difficult for them. "The introduction of interactive concept can better solve the problem, the outdoor advertising is ignored so that interactive outdoor advertising outdoor advertising has become the development trend in the future. In this paper, interactive outdoor advertising as the research object, based on the definition of the concept, analysis of three essential factors of communication, creative strategies, induction, release and management form of demonstration and explanation of the content, showing the current development situation of interactive outdoor advertising systematically and comprehensively, and found from the analysis of the existing problems and find out the corresponding the solution is one of the most important analysis and demonstration above a series of interactive outdoor advertising for China's future development to provide a feasible thinking, especially in the new media Body age, our interactive outdoor advertising how to seize the opportunity to realize their own development and fast forward a series of constructive suggestions. This paper mainly based on the existing domestic and foreign literature and excellent interactive advertising case study, in case selection, mainly those selected representative certain or won the interactive outdoor advertising International Advertising Awards, it summed up the creative strategy and form more representative and reliability. This paper based on interactive outdoor advertising more comprehensive study found that: in the information age, the effective dissemination of advertising information to consumer psychology mode (AIDMA mode "in the first part) Notice" (Attention) change of attention and attention by the expansion of temporary notice last. To achieve this effect, both in advertising The beginning of the creation of adding creative elements more, also need information dissemination based on science and technology diversification, especially on the new media of the fast lane, the interactive outdoor advertising and mobile phone screen, computer screen together is a good method for real-time interactive multi screen. The dissemination of such transmission can broaden the advertising information, but also improve the transmission depth of advertising information, advertising to improve the frequency of the occurrence and degree of advertising audience to enhance memory. The multi screen interactive mode of transmission is the future development trend of interactive outdoor advertising, where China is the development of interactive outdoor advertising.

【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.8

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本文編號：1357800