本文選題：情景 + 互動廣告��； 參考：《西安美術(shù)學(xué)院》2011年碩士論文

【摘要】：廣告,是一種說服性的武器,是一種說服性的藝術(shù)。廣告產(chǎn)生至今,已經(jīng)深深地影響到了我們的生活。而創(chuàng)意則是廣告的靈魂。隨著技術(shù)的迅猛發(fā)展和體驗時代的到來,消費者的認(rèn)知需求也發(fā)生了變化,創(chuàng)意更加注重受眾的精神層面的需求。傳統(tǒng)的廣告宣傳效果越來越有限,已經(jīng)很難滿足新時代對廣告的要求。與受眾產(chǎn)生交流已經(jīng)成為現(xiàn)代廣告設(shè)計的追求目標(biāo)。“情景”互動式廣告就是這樣一種傳播信息的廣告形式,使受眾在接收信息時充滿新鮮感、趣味性、互動性。作為一種傳統(tǒng)意義上的廣告形式創(chuàng)新,使我們對這種互動式廣告產(chǎn)生了濃厚的興趣并進行探索。 本論文從網(wǎng)絡(luò)互動廣告之外的“情景”互動廣告出發(fā),打破傳統(tǒng)的廣告形式和靜態(tài)的、強迫的、單向的傳播狀況,實現(xiàn)廣告互動傳播,更加強調(diào)受眾參與,包括視錯覺在內(nèi)各種體驗心理和感覺的重要性。由于廣告?zhèn)鞑サ那榫嘲l(fā)生了變化,舊的傳播方式顯出疲態(tài),廣告的創(chuàng)意則凸顯出它的作用。而其中,“人性化”成為設(shè)計的中心亮點,這種“人性化”是實實在在的,在廣告制作和表現(xiàn)形式上,受眾可以完全體驗到的,能滿足受眾的生理需求、心理需求、消費需求和審美需求。只有最大限度的符合受眾的需求特點的廣告創(chuàng)意才是最“人性化的”。 “融情入景”的互動廣告可以讓受眾更加立體、多角度的接受信息。讓創(chuàng)意更加具有立體感,讓廣告訴求更加具有穿透力。
[Abstract]:Advertising is a weapon of persuasion and an art of persuasion. Up to now, advertising has deeply affected our lives. Creativity is the soul of advertising. With the rapid development of technology and the arrival of the experience era, the cognitive needs of consumers have also changed, and creativity pays more attention to the spiritual needs of the audience. The traditional advertising effect is more and more limited, it is very difficult to meet the requirements of the new era of advertising. Communication with the audience has become the goal of modern advertising design. "scene" interactive advertising is such a form of advertising to spread information, so that the audience when receiving information is full of fresh, interesting, interactive. As a traditional form of advertising innovation, we have a strong interest in this interactive advertising and explore. This thesis starts from the "scene" interactive advertisement outside the network interactive advertisement, breaks the traditional advertising form and the static, forced, unidirectional communication condition, realizes the advertisement interactive communication, emphasizes the audience participation more. The importance of experiencing psychology and feeling, including visual illusions. Because the situation of advertising communication has changed, the old mode of communication shows fatigue, and the creativity of advertisement highlights its function. Among them, "humanization" has become the central highlight of the design. This "humanization" is real. In advertising production and form of expression, the audience can fully experience, can meet the physiological and psychological needs of the audience. Consumer demand and aesthetic demand. Only to the greatest extent in line with the needs of the audience characteristics of advertising creativity is the most "humanized." The interactive advertisement can make the audience receive information more stereoscopic and multi-angle. So that creativity has a more three-dimensional sense, so that advertising appeals more penetrating.
【學(xué)位授予單位】：西安美術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524.3;F713.8

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 閆瓊;新媒體環(huán)境下的互動廣告策略研究[D];北京印刷學(xué)院;2013年

2 劉英葭;“游戲”理論視角下的網(wǎng)絡(luò)互動性廣告創(chuàng)意研究[D];上海師范大學(xué);2013年

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本文編號：2104843