本文選題：數(shù)字媒體 + 網(wǎng)絡(luò)廣告　； 參考：《廈門大學(xué)》2013年碩士論文

【摘要】：數(shù)字媒體的快速興起,為人們的相互溝通提供了豐富的傳播載體和表現(xiàn)形式,人們的傳統(tǒng)生活、學(xué)習(xí)、工作、生產(chǎn)甚至是思維方式都在被改變。在數(shù)字媒體環(huán)境下,人們能瞬間收發(fā)來自四面八方的信息,所需要的信息也能輕易被找到,人們已經(jīng)掌握了控制信息的主動(dòng)權(quán),這使得傳統(tǒng)廣告“我說你聽”的單向傳播方式已經(jīng)很難適應(yīng)時(shí)代的發(fā)展,信息很難有效的被消費(fèi)者所關(guān)注。 在信息技術(shù)浪潮的洗禮中,廣告創(chuàng)意的表現(xiàn)形式也逐漸呈現(xiàn)出多元化的趨勢,豐富了廣告創(chuàng)意的發(fā)展,其中,網(wǎng)絡(luò)廣告作為一種重要的傳播形式在數(shù)字時(shí)代發(fā)展迅速,也備受商家和消費(fèi)者的關(guān)注和青睞。然而廣告創(chuàng)意的快速發(fā)展同樣也暴露出許多問題,這也迫使廣告的設(shè)計(jì)開始更注重用戶的體驗(yàn)和溝通,來吸引人們關(guān)注廣告內(nèi)容,數(shù)字媒體環(huán)境下,藝術(shù)與技術(shù)的融合,為互動(dòng)廣告的發(fā)展實(shí)施提供了可能,未來廣告能否突破制約的瓶頸,互動(dòng)技術(shù)將是未來廣告發(fā)展的關(guān)鍵。 本文首先對數(shù)字媒體、廣告創(chuàng)意的相關(guān)理論進(jìn)行說明,并對互動(dòng)廣告的相關(guān)理論以及網(wǎng)絡(luò)互動(dòng)廣告的相關(guān)技術(shù)進(jìn)行介紹,為全文論述展開鋪墊。其次對網(wǎng)絡(luò)互動(dòng)廣告的需求進(jìn)行分析,對互動(dòng)廣告的可行性、功能性需求、非功能性需求、業(yè)務(wù)流程進(jìn)行分析詳述。再次介紹網(wǎng)絡(luò)互動(dòng)廣告系統(tǒng)的設(shè)計(jì)理論和方法,對互動(dòng)廣告的設(shè)計(jì)原則、設(shè)計(jì)理念、構(gòu)架設(shè)計(jì)、內(nèi)容設(shè)計(jì)、界面設(shè)計(jì)進(jìn)行說明介紹,并通過案例設(shè)計(jì)進(jìn)行佐證。最后對數(shù)字媒體環(huán)境下的網(wǎng)絡(luò)互動(dòng)廣告的分析與設(shè)計(jì)進(jìn)行總結(jié)陳述,反思其存在的不足之處,對網(wǎng)絡(luò)互動(dòng)廣告未來的發(fā)展進(jìn)行展望,為今后設(shè)計(jì)研究提供參考。
[Abstract]:The rapid rise of digital media provides rich communication carriers and forms for people to communicate with each other. People's traditional life, study, work, production and even thinking mode are all changed. In the digital media environment, people can send and receive information from all sides in a moment, and the information they need can be easily found. People already have the initiative to control information. This makes the traditional advertising "I say you listen" one-way communication mode has been very difficult to adapt to the development of the times, information is difficult to effectively get the attention of consumers. In the baptism of the tide of information technology, the manifestation of advertising creativity gradually presents a diversified trend, which enriches the development of advertising creativity. Among them, network advertising as an important form of communication develops rapidly in the digital age. Also receives the merchant and the consumer's attention and the favor. However, the rapid development of advertising creativity also exposed many problems, which also forced the design of advertising began to pay more attention to user experience and communication, to attract people to pay attention to advertising content, digital media environment, art and technology integration, It provides the possibility for the development and implementation of interactive advertising. Whether the future advertising can break through the bottleneck of restriction, interactive technology will be the key to the development of future advertising. This paper first explains the related theories of digital media and advertising creativity, and introduces the related theory of interactive advertising and the related technology of network interactive advertising, which lays the groundwork for the full text discussion. Secondly, it analyzes the demand of the network interactive advertisement, analyzes the feasibility, the functional requirement, the non-functional requirement and the business process of the interactive advertisement. Then it introduces the design theory and method of the network interactive advertising system, explains the design principle, design idea, frame design, content design and interface design of the interactive advertising system, and proves it through the case design. Finally, this paper summarizes the analysis and design of network interactive advertising under the digital media environment, reflects on its shortcomings, and looks forward to the future development of network interactive advertising, which provides a reference for future design research.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：TP311.52

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本文編號：1878816