本文選題：兒童網(wǎng)站　切入點：網(wǎng)絡(luò)廣告　出處：《山東大學(xué)》2009年碩士論文

【摘要】： 隨著互聯(lián)網(wǎng)的普及和多媒體技術(shù)的發(fā)展,網(wǎng)絡(luò)廣告作為新型媒介之一,它的興起勢不可擋,越來越多的廣告主把大量的費(fèi)用投放在網(wǎng)絡(luò)這一新興的媒體上。但由于國內(nèi)網(wǎng)絡(luò)廣告的表現(xiàn)形式單一,仍然以旗幟廣告、彈出廣告等強(qiáng)迫式廣告為主,導(dǎo)致瀏覽者參與程度不高,從而制約網(wǎng)絡(luò)廣告的發(fā)展。隨著網(wǎng)絡(luò)廣告多媒體技術(shù)的日益發(fā)展,網(wǎng)絡(luò)廣告表現(xiàn)形式的多樣化成為了當(dāng)前急需解決的問題。 為了有效的解決網(wǎng)絡(luò)廣告?zhèn)鞑ネ茝V的問題,使瀏覽者參與廣告的積極性更高,本文將以兒童益智網(wǎng)站網(wǎng)絡(luò)廣告實際制作過程為例,闡述如何豐富網(wǎng)絡(luò)廣告的表現(xiàn)形式和表現(xiàn)手法,使網(wǎng)絡(luò)廣告對兒童益智網(wǎng)站的傳播具有更強(qiáng)的推廣性。 本文以“呀呀童趣網(wǎng)”兒童益智網(wǎng)站的兩則網(wǎng)絡(luò)廣告為分析案例,主要完成了以下工作: 1.首先,設(shè)計制作“兒童益智類網(wǎng)站問卷調(diào)查表”,通過該調(diào)查問卷表進(jìn)行系列社會市場調(diào)查,根據(jù)調(diào)查結(jié)果分析該同類網(wǎng)站所具有的特性及優(yōu)劣勢。其次,對廣告所對應(yīng)的兒童益智網(wǎng)站——“呀呀童趣網(wǎng)”的整體框架和功能進(jìn)行分析,并通過對該網(wǎng)站功能模塊的分析,挖掘該網(wǎng)站在功能模塊設(shè)置上與其他同類網(wǎng)站相比較所具有的獨特性。再次,從平面設(shè)計的角度對“呀呀童趣網(wǎng)”的頁面布局設(shè)計、網(wǎng)站整體色調(diào)、文字信息等所具有的特性進(jìn)行歸納總結(jié),為此后的廣告設(shè)計與制作提供有力的思路依據(jù)。最后,對“呀呀童趣網(wǎng)”的目標(biāo)受眾和消費(fèi)者進(jìn)行分析,這樣才能有效的針對消費(fèi)者心理設(shè)計出具有良好傳播效果的網(wǎng)絡(luò)廣告。 2.對該廣告目標(biāo)受眾的色彩心理進(jìn)行分析,然后在分析的基礎(chǔ)上對廣告的整體色調(diào)、平衡色、重點色、漸變調(diào)和色等進(jìn)行設(shè)計,將“呀呀童趣網(wǎng)”系列網(wǎng)絡(luò)廣告的色彩搭配一步一步的具體實現(xiàn)。 3.結(jié)合“呀呀童趣網(wǎng)”網(wǎng)站整體特性以及主要廣告受眾——家長和兒童的心理特性,然后從語言創(chuàng)作與藝術(shù)設(shè)計的雙重角度來創(chuàng)作廣告語,并闡敘了廣告語在廣告中的具體實現(xiàn)步驟。 4.結(jié)合“呀呀童趣網(wǎng)”網(wǎng)站的整體風(fēng)格,產(chǎn)品訴求等方面的特點,從藝術(shù)設(shè)計角度對該網(wǎng)站廣告的主體元素、次要元素、背景效果進(jìn)行設(shè)計,并闡敘了廣告主體元素、次要元素、背景效果具體實現(xiàn)步驟及最終效果。 5.根據(jù)動畫的基本原理,從兒童與家長這兩種不同的受眾人群的心理喜好來給廣告動畫設(shè)計不同的方案,并闡敘了兩則動畫的具體實現(xiàn)步驟和最終效果。 在網(wǎng)絡(luò)廣告發(fā)展受到制約的當(dāng)下,網(wǎng)絡(luò)廣告只有首先通過對市場、廣告主體和廣告受眾進(jìn)行調(diào)查和分析,然后在分析的基礎(chǔ)上有的放矢的整理設(shè)計思路,最后利用計算機(jī)多媒體技術(shù)整合圖像、聲音、動畫、視頻等多種元素,增加廣告的表現(xiàn)形式,豐富廣告的表現(xiàn)手法,改變?yōu)g覽者被動參與廣告的的局面,才能讓廣告幫廣告主很好的搶占市場。 通過“呀呀童趣網(wǎng)”網(wǎng)絡(luò)廣告的設(shè)計與制作可以清晰的了解到,一個成功的網(wǎng)絡(luò)廣告是技術(shù)與藝術(shù)的高度結(jié)合物,在創(chuàng)作的每個環(huán)節(jié)無不需要兩方面的相輔相依。所以,對于網(wǎng)絡(luò)廣告的計算機(jī)制作與應(yīng)用來說,技術(shù)是藝術(shù)實現(xiàn)的基礎(chǔ),而藝術(shù)性的把握和追求是對技術(shù)更高的要求。這也需要設(shè)計者不斷完善自身素質(zhì),努力掌握新的制作技術(shù),提高藝術(shù)素養(yǎng),迎接新的挑戰(zhàn)。
[Abstract]:With the popularization of Internet and the development of multimedia technology , network advertisement is one of the new kinds of media , its rise is overwhelming , and more and more advertisers have put a large amount of expense on the emerging media of the network . However , because of the single manifestation of domestic network advertisement , it still takes the banner advertisement , pop - up advertisement and other compulsive advertisements as the main , which leads to the low degree of participation of the viewer , thus restricting the development of the network advertisement . With the development of the multimedia technology of the network advertisement , the diversification of the expression form of the network advertisement becomes the problem which is urgently needed to be solved .



In order to solve the problem of the popularization of network advertisement effectively , so that the viewer is more motivated to participate in the advertisement , this paper discusses how to enrich the expression and expression of the network advertisement in the practice of the network advertisement of the children ' s intelligence website , so that the network advertisement has stronger popularization in the dissemination of the children ' s intelligence website .



In this paper , two online advertisements of " babble " children ' s intelligence website are analyzed , and the following tasks are mainly completed :



1 . First of all , the author makes a series of social market research and analyses the characteristics and the advantages and disadvantages of the website of the same kind of websites . Then , the paper analyses the characteristics of the web page layout design , the whole tone of the website , the text information and so on according to the results of the survey . Finally , it analyzes the target audience and the consumers of the " babble children ' s interesting net " , so that the network advertisement with good communication effect can be effectively designed for the consumer psychology .



secondly , analyzing the color psychology of the advertisement target audience , and designing the whole color tone , the balance color , the key color , the gradient harmonic color and the like of the advertisement on the basis of the analysis , and matching the color of the " babble " series network advertisement to the specific implementation of one step .



3 . According to the overall characteristics of the website and the psychological characteristics of the main advertisement audience _ parents and children , the author creates the advertising language from the dual angle of language creation and art design , and expounds the concrete realization steps of the advertising language in the advertisement .



4 . The main elements , secondary elements and background effects of the website advertisement are designed from the point of view of art design in combination with the overall style , product appeal and so on of the website of " babble " website , and the concrete realization steps and final results of the elements , secondary elements and background effects of the advertisement are described .



5 . According to the basic principle of animation , different schemes of cartoon design are given from the psychological preferences of the children and parents , and the concrete realization steps and the final results of the two animations are described .



In the moment of the restriction of the development of the network advertisement , the network advertisement is only first through investigation and analysis to the market , the advertisement main body and the advertisement audience , then on the basis of the analysis , based on the analysis of the design thinking , finally the computer multimedia technology integrates various elements such as images , sound , animation , video and the like , increases the expression of the advertisement , enriches the expression technique of the advertisement , and changes the passive participation advertisement of the viewer .



Through the design and production of " babble " network advertisement , it can be clearly understood that a successful online advertisement is the combination of technology and art . It is the basis of art realization . Therefore , for the computer production and application of network advertisement , the technology is the foundation of art realization . Therefore , it is also necessary for designers to improve their own quality continuously , and strive to master the new production technology , improve the artistic accomplishment and meet the new challenges .

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.8

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本文編號：1681877