本文關(guān)鍵詞： 網(wǎng)絡(luò)廣告 彈出式 三維互動(dòng) 連續(xù)閱讀　出處：《哈爾濱工業(yè)大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 國(guó)內(nèi)寬帶網(wǎng)絡(luò)的快速普及,使網(wǎng)絡(luò)成為市場(chǎng)推廣與廣告宣傳的強(qiáng)大媒體。網(wǎng)絡(luò)的發(fā)展向傳統(tǒng)的網(wǎng)絡(luò)廣告觀念和形式提出了挑戰(zhàn)——如何更好的適應(yīng)網(wǎng)絡(luò)所帶來(lái)的新的傳播形式和商業(yè)模式。目前,我國(guó)網(wǎng)絡(luò)廣告?zhèn)鞑ミ�只是照搬傳統(tǒng)的大眾傳播形式。插播于頁(yè)面之上,強(qiáng)制用戶瀏覽的彈出式網(wǎng)絡(luò)廣告就是表現(xiàn)之一,它的彈出特性創(chuàng)造了高注目率,受到廣告主、網(wǎng)絡(luò)運(yùn)營(yíng)商青睞,但大量無(wú)序、設(shè)計(jì)低劣的彈出廣告引發(fā)了受眾的廣泛爭(zhēng)議。因此,避免彈出打擾以及受眾閱讀中斷感的研究,意在用三維互動(dòng)手段營(yíng)造網(wǎng)絡(luò)連續(xù)的閱讀過(guò)程。 傳統(tǒng)的廣告研究集中在廣告策略與創(chuàng)意上。網(wǎng)絡(luò)廣告只有適應(yīng)網(wǎng)絡(luò)傳播的特點(diǎn),才能找到廣告最有效的表現(xiàn)方式。對(duì)于彈出式網(wǎng)絡(luò)廣告的研究是要在保持高注目率的同時(shí),創(chuàng)造高點(diǎn)擊率。把用彈出手段獲得受眾關(guān)注的過(guò)程延伸為點(diǎn)擊行為,用精準(zhǔn)充分的互動(dòng)減少受眾的中斷感。彈出廣告要結(jié)合網(wǎng)絡(luò)受眾的閱讀規(guī)律,使受眾轉(zhuǎn)向?qū)τ趶V告內(nèi)容的關(guān)注和閱讀,并且在這個(gè)轉(zhuǎn)呈過(guò)程中感受到連貫的閱讀過(guò)程。 閱讀的連續(xù)性本質(zhì)上是一種認(rèn)知心理的連續(xù)性。本論文從認(rèn)知心理科學(xué)的角度,研究受眾在互聯(lián)網(wǎng)上的閱讀行為和心理特性。超鏈接形態(tài)的網(wǎng)絡(luò)信息布局,使個(gè)性化的互動(dòng)成為受眾網(wǎng)絡(luò)瀏覽的心理行為期望,三維互動(dòng)式彈出廣告的表現(xiàn)形態(tài)元素力求適應(yīng)這種網(wǎng)絡(luò)瀏覽的心理行為傾向,利用三維的網(wǎng)絡(luò)表現(xiàn)手段,創(chuàng)造認(rèn)知上更加充分的互動(dòng)行為,營(yíng)造閱讀心理上的連貫感。 研究閱讀的連續(xù)性是一種大眾傳播過(guò)程的研究。網(wǎng)絡(luò)傳播的主導(dǎo)模式是:受眾自主地尋找自己所需要的信息。網(wǎng)絡(luò)傳播具有個(gè)性化的實(shí)時(shí)、動(dòng)態(tài)與交互特征。本文把研究網(wǎng)絡(luò)交互特性,作為三維彈出式網(wǎng)絡(luò)廣告挖掘有效表現(xiàn)方式的途徑,重點(diǎn)研究三維網(wǎng)絡(luò)情景在實(shí)現(xiàn)交互性方面的突出效果。三維虛擬現(xiàn)實(shí)的交互性、沉浸性、想象性,有助于關(guān)聯(lián)受眾即時(shí)的閱讀進(jìn)程,這些特性對(duì)于網(wǎng)絡(luò)瀏覽的認(rèn)知、心理、行為有相當(dāng)大的引導(dǎo)性。 本文運(yùn)用理論分析、調(diào)查問(wèn)卷、實(shí)證的方式來(lái)挖掘三維表現(xiàn)手段在創(chuàng)造情境、詮釋信息、引發(fā)關(guān)注方面的作用。借助三維的互動(dòng)、沉浸的虛擬現(xiàn)實(shí)功能,把網(wǎng)絡(luò)廣告的創(chuàng)意策略研究引向一個(gè)更具創(chuàng)造性的廣闊領(lǐng)域。
[Abstract]:The rapid spread of domestic broadband networks, Make the network become a powerful media for marketing and advertising. The development of the network has challenged the traditional concept and form of online advertising-how to better adapt to the new forms of communication and business model brought by the network. China's network advertising dissemination is just a copy of the traditional form of mass communication. It is one of the manifestations of pop-up advertisements, which are inserted on the page and forced to be viewed by users. Its pop-up features create a high visibility rate and attract advertisers. Network operators favor, but a large number of disordered, poorly designed pop-up ads caused widespread controversy among the audience. Therefore, the purpose of the study of avoiding eject interruptions and readers' sense of interruption is to create a continuous reading process on the network by means of three-dimensional interaction. Traditional advertising research focuses on advertising strategy and creativity. Only when Internet advertising adapts to the characteristics of network communication, can it find the most effective way of expression. The research on pop-up online advertising should keep a high attention rate at the same time. Creating a high click rate. The process of getting attention from the audience by pop-up means is extended to click-through behavior, with accurate and sufficient interaction to reduce the audience's sense of interruption. The pop-up advertisement should be combined with the reading rules of the online audience. Make the audience to focus on the content of advertising and reading, and feel the process of coherent reading. The continuity of reading is essentially a kind of cognitive psychological continuity. From the perspective of cognitive psychological science, this paper studies the reading behavior and psychological characteristics of the audience on the Internet. Make the individualized interaction become the psychological behavior expectation of audience's network browsing, the expressive form element of three-dimensional interactive pop-up advertisement tries to adapt to the psychological behavior tendency of this kind of network browsing, and make use of three-dimensional network expression means. Create more fully cognitive interactive behavior and create a sense of psychological coherence in reading. To study the continuity of reading is a kind of research of mass communication process. The dominant mode of network communication is that the audience independently seeks the information they need. Dynamic and interactive features. This paper studies the characteristics of network interaction as a way to explore the effective expression of 3D pop-up web advertising. This paper focuses on the prominent effect of 3D network scene in realizing interactivity. The interactive, immersive and imaginative nature of 3D virtual reality is helpful to the immediate reading process of the relevant audience, and these characteristics are helpful to the cognition and psychology of network browsing. Behavior is quite instructive. This paper uses theoretical analysis, questionnaire, and empirical methods to explore the role of three-dimensional representation in creating situations, interpreting information and arousing attention. The creative strategy research of online advertising will be led to a more creative broad field.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.80

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