本文選題：交互性 + 交互墻面　； 參考：《北京服裝學(xué)院》2012年碩士論文

【摘要】：近年來,隨著新媒介技術(shù)的發(fā)展,依托于建筑墻面的交互墻面廣告正呈現(xiàn)一種蓬勃的發(fā)展態(tài)勢。交互墻面廣告提升了傳統(tǒng)廣告的精確性和影響力,以互動式的體驗(yàn)形式,化“被動”為“主動”,促進(jìn)了消費(fèi)者對于廣告的主動參與過程。同時病毒營銷式的傳播方式大大提高了廣告的傳播效率。從建筑墻面角度,廣告內(nèi)容的介入豐富了墻面信息傳播內(nèi)容。廣告主的資金供給使得建筑墻面作為信息傳播載體得以可持續(xù)性的發(fā)展。 目前對于交互墻面廣告這種新型的廣告形式,國內(nèi)并沒有系統(tǒng)化的理論研究,因此本文將從大量案例中系統(tǒng)化總結(jié)交互墻面廣告的特點(diǎn)及規(guī)律,深入探析交互墻面廣告的設(shè)計方法。文章首先從交互墻面的切入主題,既而分析交互墻面廣告的特點(diǎn),以及對傳統(tǒng)廣告?zhèn)鞑ビ绊�。通過研究消費(fèi)者的認(rèn)知,情感,行為等決策過程,重點(diǎn)分析以“以消費(fèi)者為導(dǎo)向”廣告互動設(shè)計方法。從消費(fèi)者的觸動方式與廣告的體驗(yàn)過程兩個角度入手,研究交互墻面廣告的互動性設(shè)計方法及形式。最后總結(jié)交互墻面廣告設(shè)計的發(fā)展趨勢。交互墻面廣告設(shè)計中互動性創(chuàng)意的相關(guān)理論研究及其實(shí)際應(yīng)用是設(shè)計發(fā)展創(chuàng)新的需要,但目前尚處在較初級的階段,還需要進(jìn)一步系統(tǒng)化地探索和研究。
[Abstract]:In recent years, with the development of new media technology, interactive wall advertising based on building walls is showing a vigorous development trend. Interactive wall advertising promotes the accuracy and influence of traditional advertising. It turns "passive" into "active" in the form of interactive experience, and promotes the process of active participation of consumers in advertising. At the same time, the virus marketing mode of communication has greatly improved the efficiency of advertising dissemination. From the angle of building wall, the intervention of advertising content enriches the content of wall information dissemination. The fund supply of advertisers makes the building wall as a carrier of information dissemination can be sustainable development. At present, there is no systematic theoretical research on interactive wall advertising, so this paper will systematically summarize the characteristics and laws of interactive wall advertising from a large number of cases. Deeply analyze the design method of interactive wall advertisement. This paper analyzes the characteristics of interactive wall advertising and its influence on traditional advertising. Based on the study of consumers' cognition, emotion, behavior and other decision-making processes, this paper focuses on the interactive design method of "consumer-oriented" advertising. In this paper, the interactive design method and form of interactive wall advertising are studied from two aspects: the touch mode of consumers and the experience process of advertising. Finally, the development trend of interactive wall advertising design is summarized. The theoretical research and practical application of interactive creativity in interactive wall advertising design is the need of design development and innovation, but at present, it is still in the primary stage, and needs further systematic exploration and research.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F713.8

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