本文關(guān)鍵詞： 網(wǎng)絡(luò)廣告 視覺傳達(dá) 互動(dòng)性 多媒體　出處：《湖南工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國互聯(lián)網(wǎng)迎來高速發(fā)展的時(shí)代,互聯(lián)網(wǎng)絡(luò)廣告已經(jīng)成為了人類網(wǎng)絡(luò)生活中重要的組成部分。它以其經(jīng)濟(jì)的價(jià)格、快捷的傳播力、有效的互動(dòng)性和及時(shí)的反饋度,在日益激烈的廣告媒體中成為了新的佼佼者。但是目前網(wǎng)絡(luò)廣告在迅速發(fā)展的同時(shí)也面臨著很多亟待解決的問題,一部分虛假甚至包含欺詐信息的網(wǎng)絡(luò)廣告充斥在其中,不僅給受眾帶來了經(jīng)濟(jì)損失,同時(shí)還留下了極為不佳的心理印象。還有一些網(wǎng)絡(luò)廣告缺乏設(shè)計(jì)美感,制造粗劣,只重廣告宣傳不顧視覺感受,導(dǎo)致了受眾的抵觸心理,極大地影響著網(wǎng)絡(luò)廣告行業(yè)的未來發(fā)展。 從設(shè)計(jì)藝術(shù)學(xué)的角度出發(fā),采用文獻(xiàn)研究、比較分析、實(shí)踐調(diào)查、個(gè)案研究和綜合研究的研究方法,在現(xiàn)有的網(wǎng)絡(luò)廣告視覺傳達(dá)設(shè)計(jì)相關(guān)研究的基礎(chǔ)上,通過大量調(diào)查取例,對(duì)先進(jìn)國內(nèi)外網(wǎng)絡(luò)廣告的設(shè)計(jì)現(xiàn)狀進(jìn)行客觀的探析,指出了網(wǎng)絡(luò)廣告在視覺傳達(dá)設(shè)計(jì)上的需解決的問題；通過對(duì)網(wǎng)絡(luò)廣告視覺傳達(dá)設(shè)計(jì)過程的分析,探索了網(wǎng)絡(luò)廣告的視覺傳達(dá)在多媒體互動(dòng)時(shí)代的創(chuàng)新表現(xiàn)。 以視覺構(gòu)成和創(chuàng)新表現(xiàn)作為切入點(diǎn),從媒介特性、要素構(gòu)成、受眾心理、設(shè)計(jì)趨勢(shì)等方面對(duì)網(wǎng)絡(luò)廣告視覺傳達(dá)設(shè)計(jì)的創(chuàng)新設(shè)計(jì)理念及方式進(jìn)行探索。借鑒國內(nèi)外先進(jìn)的設(shè)計(jì)理念和成功的設(shè)計(jì)實(shí)例,提出了優(yōu)化組合、靈活編排、功藝兼?zhèn)�、互�?dòng)交融等設(shè)計(jì)創(chuàng)新表現(xiàn)方式,并展望了網(wǎng)絡(luò)廣告視覺傳達(dá)設(shè)計(jì)的發(fā)展空間,使網(wǎng)絡(luò)廣告在創(chuàng)造經(jīng)濟(jì)價(jià)值的同時(shí)也能夠成為受眾在網(wǎng)絡(luò)世界中進(jìn)行欣賞和交流的新平臺(tái)。
[Abstract]:With the rapid development of the Internet in China, Internet advertising has become an important part of human network life. Effective interactive and timely feedback, in the increasingly fierce advertising media has become a new leader. But at present, the rapid development of online advertising is also facing a lot of problems to be solved. Some of the false and even contains fraudulent information of the network advertising filled in which not only brought economic losses to the audience but also left a very bad psychological impression. There are some network advertising lack of aesthetic design. Making vulgarity, only paying attention to advertising regardless of visual feelings, has led to the antagonism of the audience and greatly affected the future development of the network advertising industry. From the point of view of design art, this paper adopts the methods of literature research, comparative analysis, practical investigation, case study and comprehensive research, on the basis of the existing research on visual communication design of online advertising. Through a large number of investigation examples, this paper makes an objective analysis of the design situation of the advanced domestic and foreign network advertising, and points out the problems that need to be solved in the visual communication design of the network advertisement. Through the analysis of the design process of the visual communication of the network advertisement, this paper explores the innovative performance of the visual communication of the network advertisement in the era of multimedia interaction. Visual composition and innovative performance as a starting point, from the media characteristics, elements of the composition, audience psychology. Design trends and other aspects of the network advertising visual communication design innovative design ideas and ways to explore. Learn from the advanced design concepts and successful design examples at home and abroad, put forward an optimized combination, flexible arrangement. At the same time, the author also looks forward to the development space of the visual communication design of the network advertisement, such as the combination of work and art, interactive blending, and so on. While creating economic value, online advertising can also become a new platform for audiences to appreciate and communicate in the network world.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J524.3

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