本文選題：網(wǎng)絡(luò)廣告 + 互動��； 參考：《湖北美術(shù)學(xué)院》2011年碩士論文

【摘要】：作為繼報(bào)紙、雜志、電視、廣播之后的第五大媒體--互聯(lián)網(wǎng),目前正以前所未有的速度在世界范圍內(nèi)積極發(fā)展和普及,隨著互聯(lián)網(wǎng)的普及、信息化時(shí)代的到來,世界變得越來越小。信息化的進(jìn)程正不斷的推動電子商務(wù)的發(fā)展,改變了傳統(tǒng)的商業(yè)模式,商品被放在互聯(lián)網(wǎng)上進(jìn)行銷售,網(wǎng)絡(luò)廣告應(yīng)運(yùn)而生成為消費(fèi)者從網(wǎng)絡(luò)上了解體驗(yàn)產(chǎn)品與服務(wù)的有效途徑�；ヂ�(lián)網(wǎng)廣告與傳統(tǒng)媒體廣告相比,雖然有很多優(yōu)勢,但是由于一些不可忽視又難以解決的問題,導(dǎo)致目前網(wǎng)絡(luò)廣告的投放率比較高但廣告效果并不是很理想的尷尬局面。 本論文主要是對網(wǎng)絡(luò)廣告的互動表現(xiàn)形式與創(chuàng)意的研究,并基于這兩種基本元素的本源探索,分析不同產(chǎn)業(yè)的優(yōu)秀網(wǎng)絡(luò)廣告,從而找到改變網(wǎng)絡(luò)廣告現(xiàn)狀的辦法。 本論文的研究將包括兩個(gè)層次:一是網(wǎng)絡(luò)廣告在中國廣告發(fā)展中的意義,包括在廣告產(chǎn)業(yè)發(fā)展中選擇網(wǎng)絡(luò)的必然性與可行性,概括的闡述網(wǎng)絡(luò)廣告的內(nèi)容與形式之間的關(guān)系,引出“一個(gè)高性價(jià)比的網(wǎng)絡(luò)廣告必定是最佳創(chuàng)意與理想技術(shù)的完美結(jié)合”這一說法并進(jìn)行簡單的分析與概述;二是有趣味的互動形式在網(wǎng)絡(luò)廣告中的運(yùn)用,選擇技術(shù)與創(chuàng)意在網(wǎng)絡(luò)廣告中完美結(jié)合富有藝術(shù)感的優(yōu)秀廣告,進(jìn)行較為深入與具體的研究。后者對比前者來說是一種擴(kuò)展。 主要應(yīng)用的研究方法包括:實(shí)例研究法與資料研究法。 實(shí)例研究法。本論文將主要通過對大量優(yōu)秀網(wǎng)絡(luò)廣告作品的收集與整理來對研究對象進(jìn)行了解,并對不同國家的網(wǎng)絡(luò)廣告作品進(jìn)行實(shí)際案例的分析和研究;資料研究法。本論文會收集大量關(guān)于網(wǎng)絡(luò)交互廣告的表現(xiàn)形式與創(chuàng)意的資料與素材進(jìn)行圖文形式的描述。
[Abstract]:As the fifth largest media after newspapers, magazines, television and radio, the Internet is developing and popularizing at an unprecedented speed worldwide. With the popularity of the Internet and the advent of the information age, The world is getting smaller and smaller. The process of information is constantly promoting the development of electronic commerce, changing the traditional business model, goods are sold on the Internet, network advertising emerged as an effective way for consumers to understand the products and services from the network. Compared with traditional media advertising, Internet advertising has many advantages, but due to some problems that can not be ignored and difficult to solve, it leads to the embarrassing situation that the rate of online advertising is relatively high, but the advertising effect is not ideal. This paper mainly studies the interactive form and creativity of network advertisement, and based on the original exploration of these two basic elements, analyzes the excellent network advertisement of different industries, and finds the way to change the present situation of network advertisement. The research of this thesis will include two levels: first, the significance of network advertising in the development of Chinese advertising, including the necessity and feasibility of choosing network in the development of advertising industry, and the relationship between the content and form of network advertising. This paper draws out the saying that "a high performance and price ratio online advertisement must be the perfect combination of the best idea and ideal technology" and makes a simple analysis and summary; second, the use of interesting interactive forms in online advertising. Select technology and creativity in the network advertising perfect combination of artistic sense of excellent advertising, more in-depth and specific research. The latter is an extension to the former. The main applied research methods include: case study method and data research method. Case study. This paper will mainly through the collection and collation of a large number of outstanding online advertising works to understand the research object, and to different countries of the network advertising works of the actual case analysis and research; data research method. This paper will collect a lot of information and materials about the form and originality of interactive advertising on the network to describe the form of graph and text.
【學(xué)位授予單位】：湖北美術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F713.8

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本文編號：1817572