【摘要】：隨著互聯(lián)網(wǎng)等相關(guān)技術(shù)的產(chǎn)生,消費(fèi)者和市場(chǎng)之間的互動(dòng)突然變得空前顯著起來(lái)。2016年被業(yè)界稱為虛擬現(xiàn)實(shí)(Virtual Reality,以下簡(jiǎn)稱VR)技術(shù)元年,互動(dòng)廣告也因此誕生了一種新形式——VR廣告。在技術(shù)與媒介形態(tài)雙重革新的背景下,為了讓廣告公司在制作這種新形式的廣告創(chuàng)意上更具策略性,文章通過(guò)摘錄分析經(jīng)典案例得出VR廣告創(chuàng)意表現(xiàn)策略,即沉浸式體驗(yàn)策略、趣味感十足策略、懸念感遞進(jìn)策略和互動(dòng)感真實(shí)策略。
[Abstract]:With the emergence of Internet and other related technologies, the interaction between consumers and the market has suddenly become more significant than ever. In 2016, the industry called virtual reality (Virtual Reality, (VR) technology in the first year, interactive advertising has also been born a new form-VR advertising. Under the background of dual innovation of technology and media form, in order to make advertising companies more strategic in making this new form of advertising creativity, this paper obtains the creative expression strategy of VR advertising through excerpt and analysis of classical cases, that is, immersive experience strategy, full of interest strategy, suspensive progressive strategy and interactive real strategy.
【作者單位】： 浙江傳媒學(xué)院;
【分類號(hào)】：F713.8

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