本文選題：商場(chǎng)　切入點(diǎn)：電動(dòng)扶梯　出處：《西南交通大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：在大型多層商場(chǎng)建筑中,人們可以不看宣傳單,不看電視廣告,不挑選商品,但一定會(huì)坐電梯,升降梯的速度、人口容量、位置等不足,凸顯了商場(chǎng)電動(dòng)扶梯的重要性,在商場(chǎng)電動(dòng)扶梯中做廣告設(shè)計(jì),它比傳統(tǒng)媒體廣告更具有強(qiáng)制性,傳播目標(biāo)率也將達(dá)到百分之九十以上。研究商場(chǎng)電動(dòng)扶梯互動(dòng)性廣告設(shè)計(jì)能夠更直觀的使商品廣告與消費(fèi)者進(jìn)行直接交流,極易感染和打動(dòng)消費(fèi)者,同時(shí)可以促使消費(fèi)者對(duì)商品的高度關(guān)注,有助于商品品牌的宣傳及營銷,美化和提升商品及商場(chǎng)的附加值,最終達(dá)到商品及商場(chǎng)與消費(fèi)者的良好溝通。在保證商場(chǎng)電動(dòng)扶梯基本功能運(yùn)轉(zhuǎn)正常且具有安全環(huán)境的情況下,通過對(duì)商場(chǎng)電動(dòng)扶梯互動(dòng)性廣告設(shè)計(jì)的研究,挖掘其潛在的巨大商業(yè)價(jià)值,希望能夠引起企業(yè)商家及商場(chǎng)的更多關(guān)注與投入,讓平面廣告設(shè)計(jì)師發(fā)現(xiàn)一個(gè)具有更大潛力及有趣的廣告新媒體而興奮的同時(shí),也讓商品多了一個(gè)傳達(dá)信息,溝通消費(fèi)者,促進(jìn)銷售的新渠道。商場(chǎng)電動(dòng)扶梯廣告設(shè)計(jì)的互動(dòng)性研究即通過廣告宣傳信息促使消費(fèi)者主動(dòng)去了解商品信息,從消費(fèi)者與商品互動(dòng)的角度,來研究商場(chǎng)電動(dòng)扶梯互動(dòng)性廣告設(shè)計(jì)的表現(xiàn)方法。在商場(chǎng)電動(dòng)扶梯的互動(dòng)性廣告設(shè)計(jì)中,首先可以有效的促進(jìn)消費(fèi)者與商場(chǎng)及商品之間的溝通,其次有助于商品品牌形象的塑造,達(dá)到商品營銷的良好效果,再次提升商場(chǎng)及企業(yè)商品的附加值,最后希望能夠?yàn)槠矫鎻V告設(shè)計(jì)師對(duì)商場(chǎng)電動(dòng)扶梯廣告特別是互動(dòng)性廣告的設(shè)計(jì)提供一定的方向和參考依據(jù)。 本文通過問題的提出首先從國內(nèi)外現(xiàn)狀出發(fā),對(duì)國內(nèi)外商場(chǎng)電動(dòng)扶梯廣告設(shè)計(jì)的互動(dòng)性研究成果和不足進(jìn)行了分析比較；接著對(duì)商場(chǎng)電動(dòng)扶梯的概念作了詳細(xì)的概述,然后從電動(dòng)扶梯與商場(chǎng)及消費(fèi)者之間的關(guān)系進(jìn)行逐級(jí)分析,同時(shí)將商場(chǎng)電動(dòng)扶梯中表面各媒介在廣告設(shè)計(jì)中的應(yīng)用進(jìn)行分析,總結(jié)了商場(chǎng)電動(dòng)扶梯廣告設(shè)計(jì)的互動(dòng)性研究在廣告中的意義,最后以商場(chǎng)電動(dòng)扶梯互動(dòng)性廣告的影響因素為出發(fā)點(diǎn),介紹了部分商場(chǎng)電動(dòng)扶梯互動(dòng)性廣告設(shè)計(jì)的不同表現(xiàn)方法。
[Abstract]:In large multi-storey market buildings, people can not read propaganda leaflets, do not watch television advertisements, or choose commodities, but they will certainly take elevators, elevators, population capacity, location and other deficiencies, which highlights the importance of escalators in shopping malls. Advertising design in the escalator of a shopping mall is more mandatory than traditional media advertising. The transmission target rate will also reach more than 90%. The research on the design of interactive advertising for escalators in shopping malls can make the direct communication between commodity advertisements and consumers more intuitively, and it is easy to infect and impress consumers. At the same time, it can make consumers pay more attention to the goods, promote the promotion and marketing of commodity brands, beautify and enhance the added value of goods and shopping malls. In order to ensure that the basic function of the escalator is normal and has a safe environment, through the research of the interactive advertising design of the escalator in the market, Excavating its potential huge commercial value, hoping to attract more attention and investment from businesses and shopping malls, so that graphic advertising designers can find a new advertising media with greater potential and fun and excited at the same time, It also gives commodities a new channel for conveying information, communicating consumers, and promoting sales. The interactive study of advertising design for escalators in shopping malls, that is, through advertising information, urges consumers to take the initiative to understand commodity information. From the perspective of consumer and commodity interaction, this paper studies the performance method of interactive advertising design of mall escalator. In the interactive advertising design of mall escalator, first of all, it can effectively promote the communication between consumers and shopping malls and commodities. Secondly, it will help to shape the brand image of commodities, achieve the good effect of commodity marketing, and once again promote the added value of goods in shopping malls and enterprises. Finally, the author hopes to provide a certain direction and reference for the graphic advertisement designer to design the escalator advertisement, especially the interactive advertisement. In this paper, first of all, from the point of view of the current situation at home and abroad, the paper analyzes and compares the interactive research results and shortcomings of the advertising design of escalators in shopping malls at home and abroad, and then gives a detailed overview of the concept of escalators in shopping malls. Then the relationship between escalator, market and consumers is analyzed step by step. At the same time, the application of surface media in advertising design is analyzed. This paper summarizes the significance of the interactive research on the advertisement design of the electric escalator in the market. Finally, taking the influencing factors of the interactive advertisement of the escalator in the market as the starting point, this paper introduces the different expression methods of the interactive advertisement design of the electric escalator in some shopping malls.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J524.3

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