本文關(guān)鍵詞： 消費(fèi)文化 網(wǎng)絡(luò)廣告 受眾 設(shè)計(jì)策略　出處：《河南大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 因特網(wǎng)的迅猛發(fā)展為中國廣告業(yè)帶來了前所未有的機(jī)遇。隨著傳播技術(shù)的進(jìn)步,傳統(tǒng)的廣告設(shè)計(jì)策略已失去了往日的活力,這使我們對整個(gè)廣告設(shè)計(jì)策略的運(yùn)作和發(fā)展都必須重新界定和思考。 消費(fèi)文化作為一種消費(fèi)價(jià)值體系,潛移默化地影響著人們的思維習(xí)慣、生活習(xí)慣和消費(fèi)習(xí)慣。廣告是商品生產(chǎn)和消費(fèi)的伴生物,它天然地和消費(fèi)文化密切聯(lián)系在一起�，F(xiàn)代社會(huì)已進(jìn)入個(gè)性化、多樣化的消費(fèi)時(shí)期,消費(fèi)者的需求也越來越個(gè)性化、多樣化。這一切都對網(wǎng)絡(luò)廣告的設(shè)計(jì)和投放策略提出了新的要求和挑戰(zhàn)。究竟采取什么樣的廣告設(shè)計(jì)策略,吸引網(wǎng)民的注意,促使他們?nèi)c(diǎn)擊瀏覽網(wǎng)絡(luò)廣告,成為亟待解決的問題。本文從消費(fèi)文化的角度,深入系統(tǒng)地研究網(wǎng)絡(luò)廣告的設(shè)計(jì)策略。 本文首先引入消費(fèi)文化的概念,分析了當(dāng)今消費(fèi)文化的特征,闡述了網(wǎng)絡(luò)廣告的概念和它得天獨(dú)厚的傳播優(yōu)勢,以及消費(fèi)文化與網(wǎng)絡(luò)廣告的互動(dòng)關(guān)系。 其次,詳細(xì)論述廣告設(shè)計(jì)觀念的嬗變之后,繼而探討了網(wǎng)絡(luò)廣告的設(shè)計(jì)策略,依次具體地分析網(wǎng)絡(luò)廣告的視覺策略、創(chuàng)意策略和網(wǎng)絡(luò)廣告的傳播策略。 最后,依據(jù)現(xiàn)代消費(fèi)文化越來越個(gè)性化、多樣化的特征,展望了網(wǎng)絡(luò)廣告的未來發(fā)展趨勢。
[Abstract]:The rapid development of the Internet has brought unprecedented opportunities for China's advertising industry. With the progress of communication technology, the traditional advertising design strategy has lost the vitality of the past. This causes us to the entire advertisement design strategy operation and the development must redefine and ponder. As a consumption value system, consumer culture has a subtle influence on people's thinking habits, life habits and consumption habits. Advertising is the companion of commodity production and consumption. The modern society has entered into the individuation period, the consumer's demand is becoming more and more individualized. All these put forward new requirements and challenges to the design and delivery strategy of online advertising. What kind of advertising design strategy should be adopted to attract the attention of Internet users and urge them to click and browse online advertising. From the perspective of consumer culture, this paper deeply and systematically studies the design strategy of online advertising. This paper first introduces the concept of consumer culture, analyzes the characteristics of current consumption culture, expounds the concept of online advertising and its unique communication advantages, as well as the interactive relationship between consumer culture and online advertising. Secondly, after discussing the evolution of the concept of advertising design in detail, this paper discusses the design strategy of network advertisement, and then analyzes the visual strategy, creative strategy and communication strategy of network advertisement in turn. Finally, according to the characteristics of more and more individuation and diversification of modern consumption culture, the future trend of online advertising is prospected.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 張竹;網(wǎng)絡(luò)廣告中視覺語言設(shè)計(jì)研究[D];東北林業(yè)大學(xué);2009年

2 吳雯;網(wǎng)絡(luò)廣告?zhèn)鞑ヅc構(gòu)建的消費(fèi)文化觀念的實(shí)證分析[D];蘭州大學(xué);2010年

3 王璐;中國當(dāng)代消費(fèi)文化對商業(yè)插畫的影響探析[D];南京藝術(shù)學(xué)院;2013年

，

本文編號(hào)：1485018