本文關(guān)鍵詞： 情境廣告 展示環(huán)境 就地取材 創(chuàng)作思路　出處：《南京藝術(shù)學(xué)院》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：情境廣告是將廣告與實(shí)時(shí)環(huán)境相結(jié)合來(lái)進(jìn)行創(chuàng)意表現(xiàn)的一種新的廣告形式,它與傳統(tǒng)戶外廣告的區(qū)別在于其廣告中充分介入了“環(huán)境性”。情境廣告的“環(huán)境性”表現(xiàn)為廣告的展示環(huán)境成為廣告內(nèi)容與形式的重要組成部分。本文以情境廣告的創(chuàng)作為主要研究對(duì)象,采用個(gè)案分析和理論相結(jié)合的研究方法,論述了在情境廣告的創(chuàng)作中,可以使現(xiàn)場(chǎng)環(huán)境成為廣告創(chuàng)意的一個(gè)創(chuàng)作元素,達(dá)到巧妙的視覺(jué)效果,因而提出了“就地取‘材’”的創(chuàng)作思路。并結(jié)合切身的創(chuàng)作實(shí)踐,進(jìn)一步論證了就地取“材”的設(shè)計(jì)內(nèi)涵含義,及其創(chuàng)作流程的內(nèi)在關(guān)系；最后歸納總結(jié)出如何將情境廣告與展示環(huán)境巧妙糅合,達(dá)到渾然一體的植入方式。
[Abstract]:Advertising is advertising context and real-time environment combine to a new form of advertising creative expression, the difference between it and traditional outdoor advertising is the advertising fully involved in the "environment". The context of advertising "environment" for the advertising display environment become the advertising content and form an important part. In the context of advertising creation as the main object of study, using the research methods of combination of theory and case analysis, discussed in the context of advertising creation, a creative element can make the environment become creative advertising, to achieve clever visual effects, and put forward the "local" material "creative ideas. Combined with the design practice of personal, and further demonstrates the design connotation of local" material "meaning, relationship and creation process; finally summed up how contextual advertisement and Exhibition The environment is ingeniously blended to achieve an integrated approach.

【學(xué)位授予單位】：南京藝術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F713.8
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本文編號(hào)：1502564