本文關(guān)鍵詞： 數(shù)字媒體 廣告藝術(shù) 網(wǎng)絡(luò)廣告　出處：《江南大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 數(shù)字媒體廣告將成為文化產(chǎn)業(yè)中最具創(chuàng)造性和先導(dǎo)性的核心組成部分,新經(jīng)濟(jì)時(shí)代的數(shù)字媒體已成為其他產(chǎn)業(yè)的核心,中國的經(jīng)濟(jì)也將在世界整體發(fā)展趨勢(shì)中從“中國制造”逐步向“中國創(chuàng)造”轉(zhuǎn)型。 廣義來說,數(shù)字媒體是指?jìng)鞑サ母鞣N媒介的數(shù)字化形態(tài)。數(shù)字技術(shù)突飛猛進(jìn)的發(fā)展,促進(jìn)了計(jì)算機(jī)、通信和廣播等三大傳統(tǒng)信息系統(tǒng)領(lǐng)域的融合,產(chǎn)生了基于數(shù)字互動(dòng)的媒介匯流和產(chǎn)業(yè)整合現(xiàn)象,數(shù)字媒體附加的“創(chuàng)意經(jīng)濟(jì)”時(shí)代可謂來臨。中國數(shù)字媒體相關(guān)產(chǎn)業(yè),即影視、動(dòng)漫、游戲、網(wǎng)絡(luò)、電子出版等,已經(jīng)蓄勢(shì)待發(fā),時(shí)不我待。國家經(jīng)濟(jì)的發(fā)展和數(shù)字媒體創(chuàng)意產(chǎn)業(yè)的發(fā)展是相互依賴、相互促進(jìn)的關(guān)系。 所謂廣告藝術(shù)是指為商品銷售目的而進(jìn)行的表現(xiàn)藝術(shù)。是一種有明確目的,在很多限制條件下的創(chuàng)造性的實(shí)用藝術(shù)形式。廣告藝術(shù)是現(xiàn)代藝術(shù)中分離出來的一種獨(dú)特形式,廣告藝術(shù)幾乎涉及到現(xiàn)代所有藝術(shù)領(lǐng)域,是現(xiàn)代藝術(shù)叢林中燦爛的一枝,并有它自身的特點(diǎn)和發(fā)展規(guī)律。 在傳媒時(shí)代,以數(shù)字媒體為載體的廣告?zhèn)鞑ヒ呀?jīng)不囿于傳統(tǒng)的平面載體概念,在科技進(jìn)步與精神文明發(fā)展的催生下,向各個(gè)藝術(shù)領(lǐng)域滲透,并在其中起到越來越大的作用。設(shè)計(jì)語言的多元模式與藝術(shù)形式的多維建構(gòu)使傳媒藝術(shù)形式更加完善和豐滿。 本文通過搜索大量相關(guān)資料,運(yùn)用了文獻(xiàn)資料法并結(jié)合實(shí)際觀察與分析來研究探索新媒體與廣告藝術(shù)之間的最本質(zhì)核心的語言,尋找和發(fā)現(xiàn)溝通的元素,并借由本研究系統(tǒng)的整理和初步分析,預(yù)測(cè)將來一些可能的發(fā)展趨勢(shì),為今后相關(guān)的設(shè)計(jì)研究活動(dòng)提供一定的參考。
[Abstract]:Digital media advertising will become the most creative and leading core component of the cultural industry. Digital media in the new economic era has become the core of other industries. China's economy will gradually transform from "made in China" to "created in China" in the overall development trend of the world. In a broad sense, digital media refers to the digital form of various media of communication. The rapid development of digital technology has promoted the integration of three traditional information systems, such as computer, communication and broadcasting. The phenomenon of media convergence and industrial integration based on digital interaction, digital media additional "creative economy" era can be said to come. China's digital media related industries, that is, film and television, animation, games, networks. The development of national economy and the development of digital media creative industry depend on each other and promote each other. The so-called advertising art refers to the performance art for the purpose of selling goods. It is a kind of clear purpose. Creative practical art forms under many restrictions. Advertising art is a unique form separated from modern art. Advertising art involves almost all fields of modern art. It is a brilliant branch of modern art jungle, and has its own characteristics and development law. In the media age, the advertising communication based on digital media is not confined to the traditional concept of plane carrier, and permeates into various artistic fields under the birth of the progress of science and technology and the development of spiritual civilization. The multi-mode of design language and the multi-dimensional construction of art form make the media art form more perfect and full. Through searching for a large number of relevant materials, this paper uses the method of literature and practical observation and analysis to study and explore the most essential core language between new media and advertising art, and to find and find elements of communication. Some possible development trends in the future are forecasted by the arrangement and preliminary analysis of this research system, which provides a certain reference for the related design research activities in the future.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 汪田明;段建;;由獨(dú)白轉(zhuǎn)向?qū)υ挕獢?shù)字多媒體廣告的交互體驗(yàn)設(shè)計(jì)論析[J];湖南工業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2012年01期

相關(guān)碩士學(xué)位論文 前1條

1 王芳菲;我國動(dòng)漫廣告發(fā)展策略研究[D];湖南大學(xué);2011年

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本文編號(hào)：1461901