本文選題：網(wǎng)絡(luò)廣告　切入點(diǎn)：視覺語言　出處：《中南民族大學(xué)》2012年碩士論文

【摘要】：網(wǎng)絡(luò)廣告是伴隨著互聯(lián)網(wǎng)高速發(fā)展下的一種全新的廣告形式，，是現(xiàn)代企業(yè)進(jìn)行營銷推廣的主要手段之一。網(wǎng)絡(luò)廣告的發(fā)展離不開互聯(lián)網(wǎng)的發(fā)展，更離不開藝術(shù)設(shè)計(jì)中視覺傳達(dá)設(shè)計(jì)的發(fā)展。網(wǎng)絡(luò)廣告就是在網(wǎng)絡(luò)上做的廣告，主要以確定的廣告主通過付費(fèi)方式運(yùn)用網(wǎng)絡(luò)（因特網(wǎng)、萬維網(wǎng)）媒體勸說公眾接受或認(rèn)可某種商品或進(jìn)行品牌宣傳的一種信息傳播活動(dòng)。通過利用網(wǎng)絡(luò)技術(shù)，把廣告視覺傳達(dá)形式、文本鏈接、多媒體的方法在互聯(lián)網(wǎng)上表現(xiàn)出來。通過互聯(lián)網(wǎng)刊登或發(fā)布廣告，并且利用網(wǎng)絡(luò)本身的技術(shù)將網(wǎng)絡(luò)廣告?zhèn)鬟f到互聯(lián)網(wǎng)用戶的一種高科技廣告運(yùn)作方式。 圖形、文字、色彩、版式等元素作為視覺傳達(dá)設(shè)計(jì)的重要元素，同樣是網(wǎng)絡(luò)廣告重要組成部分。從網(wǎng)絡(luò)廣告的視覺元素來說，網(wǎng)絡(luò)廣告的發(fā)展也離不開圖形、文字、色彩以及版式等元素的應(yīng)用。其設(shè)計(jì)的好壞直接影響到受眾對(duì)網(wǎng)絡(luò)廣告的接受程度。在網(wǎng)絡(luò)廣告中，視覺傳達(dá)元素直接影響到網(wǎng)絡(luò)廣告的視覺審美和視覺沖擊力，最終也影響到網(wǎng)絡(luò)廣告的信息傳遞。由于現(xiàn)代網(wǎng)絡(luò)技術(shù)的不斷發(fā)展，網(wǎng)絡(luò)廣告也逐漸從最初簡單的橫幅廣告廣告形式發(fā)展到具有現(xiàn)代創(chuàng)意，又具有信息傳遞，同時(shí)具有藝術(shù)品味的網(wǎng)絡(luò)廣告設(shè)計(jì)作品。因?yàn)榫W(wǎng)絡(luò)廣告創(chuàng)意的好壞直接影響著廣告受眾或者普通受眾對(duì)網(wǎng)絡(luò)廣告的點(diǎn)擊。因此，網(wǎng)絡(luò)廣告的視覺傳達(dá)設(shè)計(jì)也是網(wǎng)絡(luò)廣告的重要部分。 本論文旨在通過對(duì)網(wǎng)絡(luò)廣告的產(chǎn)生及發(fā)展以及網(wǎng)絡(luò)廣告中視覺元素的分析，并對(duì)優(yōu)秀網(wǎng)絡(luò)廣告?zhèn)�案的分析，探尋中國傳統(tǒng)文化元素在現(xiàn)代網(wǎng)絡(luò)廣告中的應(yīng)用，尋找傳統(tǒng)與現(xiàn)代的契合點(diǎn)，用傳統(tǒng)的中國傳統(tǒng)元素來表現(xiàn)現(xiàn)代網(wǎng)絡(luò)廣告的審美觀，用中國傳統(tǒng)元素為現(xiàn)代網(wǎng)絡(luò)廣告注入“新鮮血液”，從而去影響網(wǎng)絡(luò)用戶的思想，改變網(wǎng)絡(luò)用戶對(duì)網(wǎng)絡(luò)廣告的看法，設(shè)計(jì)出符合新時(shí)代特色的又具有民族特征的網(wǎng)絡(luò)廣告，總結(jié)出現(xiàn)代網(wǎng)絡(luò)廣告的視覺傳達(dá)設(shè)計(jì)趨勢(shì)。通過分析視覺傳達(dá)設(shè)計(jì)中的視覺元素，從現(xiàn)代網(wǎng)絡(luò)廣告中出現(xiàn)的問題進(jìn)行入手，從視覺的圖形、色彩、裝飾的感知規(guī)律進(jìn)行分析，從民族文化內(nèi)涵深處著手，從網(wǎng)絡(luò)廣告中的視覺審美價(jià)值、文化價(jià)值為基點(diǎn)來研究網(wǎng)絡(luò)廣告中的視覺傳達(dá)設(shè)計(jì)，從而使我們的網(wǎng)絡(luò)廣告富有民族特色，真正引起網(wǎng)絡(luò)用戶的主動(dòng)點(diǎn)擊。
[Abstract]:With the rapid development of the Internet, network advertising is a new form of advertising, which is one of the main means of marketing promotion in modern enterprises.The development of network advertisement is inseparable from the development of the Internet and the development of visual communication design in art design.Internet advertising is a kind of information dissemination activity in which the Internet (Internet, World wide Web) media persuades the public to accept or approve a certain commodity or to propagate a brand.Through the use of network technology, advertising visual communication forms, text links, multimedia methods are displayed on the Internet.A high-tech advertising operation that publishes or publishes advertisements via the Internet and uses the technology of the network itself to deliver online advertising to Internet users.Graphics, text, color, typography and other elements as important elements of visual communication design, is also an important part of online advertising.From the visual elements of network advertising, the development of network advertising can not be separated from the application of graphics, text, color and typography.The quality of its design directly affects the audience's acceptance of online advertising.In the network advertisement, the visual communication element directly affects the visual aesthetic and visual impact of the network advertisement, and finally affects the information transmission of the network advertisement.With the continuous development of modern network technology, network advertising has gradually developed from a simple banner advertising form to a network advertisement design with modern creativity, information transmission, and artistic taste at the same time.Because the creativity of the network advertising directly affects the advertising audience or ordinary audience click on the network advertising.Therefore, the visual communication design of network advertising is also an important part of network advertising.The purpose of this paper is to explore the application of Chinese traditional cultural elements in modern online advertising through the analysis of the emergence and development of network advertising and the analysis of visual elements in network advertising, and the analysis of outstanding online advertising cases.Looking for the common point between the tradition and the modern, using the traditional Chinese traditional elements to express the aesthetics of the modern network advertisement, and using the Chinese traditional element to inject the "fresh blood" into the modern network advertisement, so as to influence the thought of the network user.This paper changes the view of network users to network advertisement, designs the network advertisement which accords with the new era characteristic and has the national characteristic, summarizes the modern network advertisement visual communication design trend.By analyzing the visual elements in the visual communication design, starting with the problems in the modern network advertisement, analyzing the perceptual laws of the visual graphics, colors and decorations, and proceeding from the deep connotation of the national culture,Based on the visual aesthetic value and cultural value in the network advertisement, this paper studies the design of the visual communication in the network advertisement, so that our network advertisement is full of national characteristics and causes the active click of the network user.
【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J524.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前3條

1 李剛;王芳;;楚紋樣構(gòu)成特征及其在平面設(shè)計(jì)中的應(yīng)用解析[J];包裝工程;2010年04期

2 鄧紅霞;;水墨畫在當(dāng)代視覺傳達(dá)設(shè)計(jì)中的新形象[J];美術(shù)大觀;2009年10期

3 邵婕;朱峰;;網(wǎng)絡(luò)廣告中的視覺傳達(dá)設(shè)計(jì)[J];藝術(shù)與設(shè)計(jì)(理論);2009年08期

本文編號(hào)：1689837