本文選題：新媒體廣告 + 信息傳播��； 參考：《湖南師范大學(xué)》2016年碩士論文

【摘要】：新媒體時代下的信息傳播發(fā)生了巨大的改變,傳統(tǒng)媒介下的傳者本位已逐漸演變?yōu)樾旅襟w時代下的受眾本位,傳播模式也呈現(xiàn)出相互交融之勢。此時的信息傳播,傳播者的作用早已突破了信息傳達(dá)的環(huán)節(jié),而延伸到了信息傳播的全過程。在信息傳播中傳播者為了使信息更加有效地進(jìn)行傳遞通常會對信息進(jìn)行設(shè)計(jì),也就是我們所說的對信息進(jìn)行有效的編碼,而隨著傳播者作用的延伸只對信息進(jìn)行有效編碼,在新媒體環(huán)境下是絲毫不具備競爭力的,只能說是信息內(nèi)容從傳統(tǒng)媒介到新媒體的平行移植�；诖�,筆者闡釋了信息傳播設(shè)計(jì)的理念,即從信息傳播的各個環(huán)節(jié)入手進(jìn)行信息的設(shè)計(jì),其內(nèi)涵已遠(yuǎn)遠(yuǎn)的超脫了對信息視覺化表現(xiàn)的階段,包含了信息的傳達(dá)設(shè)計(jì)、信息的互動設(shè)計(jì)與信息的反饋設(shè)計(jì)。廣告作為一種具有強(qiáng)烈目的性的信息傳播活動,信息的有效傳遞是激發(fā)受眾購買欲望的先決條件,而新媒體時代下的廣告活動已不僅僅只關(guān)注信息的有效傳遞,能夠在廣告?zhèn)鞑ミ^程中為受眾帶來驚喜的互動體驗(yàn)是傳播者所追求的。文章基于新媒體廣告語境下對信息傳播設(shè)計(jì)進(jìn)行探討,即以信息傳播設(shè)計(jì)的理念為切入點(diǎn)對新媒體廣告進(jìn)行一種闡釋性理論研究的嘗試。信息傳播設(shè)計(jì)的理念來源于新媒體對信息傳播的改變,而新媒體廣告對信息傳播設(shè)計(jì)的依靠可謂是一種本質(zhì)的訴求。文章基于信息傳播設(shè)計(jì)的三個方向(信息傳達(dá)設(shè)計(jì)、信息互動設(shè)計(jì)、信息反饋設(shè)計(jì))分別論述了新媒體廣告對信息傳播設(shè)計(jì)的訴求表現(xiàn)、相關(guān)的設(shè)計(jì)原則、流程及策略,涉及到了新媒體廣告?zhèn)鞑ミ^程的各個具體的部分,對新媒體廣告的理論研究與創(chuàng)新實(shí)踐具有普遍的指導(dǎo)意義。
[Abstract]:Great changes have taken place in the information dissemination in the new media era, and the traditional media has gradually evolved into the audience standard in the new media era, and the communication mode is also showing a trend of blending with each other. At this time, the role of communicator has already broken through the link of information communication, and extended to the whole process of information dissemination. In order to make the information transmit more effectively, the communicator usually designs the information, that is, the effective coding of the information, but with the extension of the role of the communicator, it only encodes the information effectively. In the new media environment is not competitive, can only be said to be the parallel transplantation of information content from traditional media to new media. Based on this, the author explains the idea of information communication design, that is, the design of information from all aspects of information dissemination, its connotation has far removed from the stage of information visualization performance, including the communication design of information. Interactive design of information and feedback design of information. As a kind of information dissemination activity with strong purpose, the effective transmission of information is the precondition to arouse the audience's desire to buy, but the advertising activity in the new media era has not only paid attention to the effective transmission of information. The interactive experience that can bring surprise to the audience in the process of advertising communication is pursued by communicators. This paper discusses the design of information communication in the context of new media advertising. The idea of information communication design comes from the change of new media to information communication, and the reliance of new media advertisement on information communication design is an essential demand. Based on the three directions of information communication design (information communication design, information interactive design, information feedback design), this paper discusses the demand performance, relevant design principle, process and strategy of new media advertisement to information communication design, respectively. It involves every specific part of the new media advertisement communication process and has universal guiding significance for the theoretical research and innovation practice of the new media advertisement.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：J524.3

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本文編號：1805795