本文選題：戶外情景廣告　切入點：體驗參與　出處：《蘇州大學(xué)》2010年碩士論文

【摘要】： 戶外情景廣告是體驗經(jīng)濟(jì)時代的產(chǎn)物。在體驗時代下,傳統(tǒng)的戶外廣告影響力日漸式微,新興的戶外情景廣告大有青出于藍(lán)而勝于藍(lán)之勢。為了有別于傳統(tǒng)戶外廣告說教式的訴求手法,新興的戶外情景廣告形成了自己獨特的訴說方式和營銷手段。它不僅生動地傳播廣告信息,還借以情景互動為手段,通過視覺傳達(dá)的方式,使受眾的感官一一被觸動,形成一幅由多種刺激組成的綜合形象。 本文基于實際調(diào)研的資料與搜集的著作文獻(xiàn),結(jié)合戶外情景廣告的案例狀況,以“媒介”、“情景”為本文的切入點,對戶外情景廣告做深入、具體分析。廣告受眾的參與,環(huán)境媒介的融入,情景化的營造,空間化的感染,立體化的交流,使戶外情景廣告的訴求更具競爭力與穿透力。多層次、多方位地考察研究戶外情景廣告為其設(shè)計與創(chuàng)意提供實踐與理論的依據(jù)。
[Abstract]:Outdoor situational advertising is the product of the era of experience economy. In the era of experience, the influence of traditional outdoor advertising is declining day by day. The emerging outdoor situational ads have the potential to outshine Yu Lan and outperform Yu Lan. In order to distinguish them from the traditional preaching style of outdoor advertising, The emerging outdoor situational advertising has formed its own unique way of telling and marketing. It not only vividly spreads advertising information, but also uses situational interaction as a means to make the audience's senses touch one by one through the way of visual communication. Form a comprehensive image of multiple stimuli. Based on the actual investigation and literature, combined with the case of outdoor situational advertising, this paper takes "media" and "scene" as the breakthrough point of this article, and makes a thorough and concrete analysis of outdoor situational advertising. The integration of environmental media, the construction of situational, the infection of space and the three-dimensional communication make the demands of outdoor situational advertisements more competitive and penetrating. A multi-directional study of outdoor situational advertising provides practical and theoretical basis for its design and creativity.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F713.8

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本文編號：1657108