發(fā)布時(shí)間：2018-10-29 22:38

【摘要】：隨著社會(huì)信息技術(shù)的飛速發(fā)展,互聯(lián)網(wǎng)以極強(qiáng)的信息滲透力貫穿人們生活的各個(gè)領(lǐng)域。網(wǎng)絡(luò)作為新興的媒體逐漸展露出超越傳統(tǒng)傳播媒介的優(yōu)勢(shì)并為企業(yè)帶來更多廣告宣傳的商機(jī)。商業(yè)類網(wǎng)頁(yè)廣告作為當(dāng)今網(wǎng)絡(luò)廣告中極為重要的一種傳播形式,近年來以其獨(dú)特的互動(dòng)創(chuàng)意設(shè)計(jì)受到來自廣告主與消費(fèi)者等各方的關(guān)注和青睞。 互動(dòng)創(chuàng)意設(shè)計(jì)思維指導(dǎo)下的商業(yè)類網(wǎng)頁(yè)廣告突出廣告主與受眾之間對(duì)廣告信息傳播的控制權(quán)的分享,強(qiáng)調(diào)了在廣告信息傳播過程中關(guān)注消費(fèi)者的各種需求和良好的以人為本的用戶體驗(yàn)設(shè)計(jì)。互動(dòng)思維同時(shí)也指導(dǎo)設(shè)計(jì)師對(duì)廣告效果要本著負(fù)責(zé)任的態(tài)度,及時(shí)關(guān)注并更新用戶反饋�；�(dòng)創(chuàng)意的萌發(fā)激發(fā)了互動(dòng)設(shè)計(jì)技術(shù)的不斷發(fā)展,而且信息技術(shù)的提高,也為創(chuàng)意想法的實(shí)施提供了可能。 本文通過對(duì)商業(yè)類網(wǎng)頁(yè)廣告的互動(dòng)創(chuàng)意設(shè)計(jì)的探究,尋找互動(dòng)創(chuàng)意設(shè)計(jì)思維與實(shí)現(xiàn)方法的內(nèi)在規(guī)律,為提高具有新穎互動(dòng)形式的網(wǎng)絡(luò)廣告的創(chuàng)意力、促進(jìn)產(chǎn)品與服務(wù)的傳播力、激發(fā)用戶的高度參與性、創(chuàng)造更高的經(jīng)濟(jì)價(jià)值提供有益的借鑒,力求為消費(fèi)者帶來更加靈活有趣的用戶體驗(yàn),促進(jìn)我國(guó)商業(yè)類網(wǎng)頁(yè)廣告的互動(dòng)風(fēng)格的形成。文章闡述了互動(dòng)創(chuàng)意設(shè)計(jì)對(duì)商業(yè)類網(wǎng)頁(yè)廣告的積極作用與重要因素,對(duì)網(wǎng)絡(luò)廣告的發(fā)展與分類進(jìn)行分析,指出商業(yè)類網(wǎng)頁(yè)廣告的優(yōu)勢(shì),以及互動(dòng)創(chuàng)意思維為商業(yè)類網(wǎng)頁(yè)廣告帶來的附加值。同時(shí)通過對(duì)國(guó)內(nèi)外現(xiàn)狀分析,尋找我國(guó)互動(dòng)創(chuàng)意設(shè)計(jì)遵循的原則與設(shè)計(jì)方法,通過案例分析論述商業(yè)類網(wǎng)頁(yè)廣告互動(dòng)創(chuàng)意設(shè)計(jì)的技術(shù)支持,并對(duì)互動(dòng)網(wǎng)頁(yè)設(shè)計(jì)的未來發(fā)展趨勢(shì)做出一定的分析,最終達(dá)到對(duì)網(wǎng)頁(yè)廣告設(shè)計(jì)具有一定指導(dǎo)意義的目的。
[Abstract]:With the rapid development of social information technology, the Internet runs through every field of people's life with strong information penetration. As a new medium, the Internet has gradually revealed its advantages over the traditional media and brought more advertising opportunities to enterprises. As one of the most important forms of communication in today's online advertising, commercial web ads have attracted attention and favor from advertisers and consumers for their unique interactive creative design in recent years. Under the guidance of interactive creative design thinking, commercial web ads highlight the sharing of control over the spread of advertising information between advertisers and audiences. It emphasizes that attention should be paid to the needs of consumers in the process of advertising information dissemination and a good people-oriented user experience design. Interactive thinking also instructs designers to pay attention to and update user feedback on advertising effects in a responsible manner. The germination of interactive creativity has inspired the continuous development of interactive design technology, and the improvement of information technology also provides the possibility for the implementation of creative ideas. By exploring the interactive creative design of commercial web ads, this paper seeks the internal law of the interactive creative design thinking and realization method, in order to improve the creative power of the network advertising with novel interactive forms and promote the dissemination of products and services. To stimulate the high participation of users, to create higher economic value to provide useful reference, to bring more flexible and interesting user experience for consumers, to promote the formation of interactive style of commercial web ads in China. This paper expounds the positive effect and important factors of interactive creative design on commercial web page advertisement, analyzes the development and classification of network advertisement, and points out the advantages of commercial web page advertisement. And interactive creative thinking for commercial web ads bring added value. At the same time, through the analysis of the current situation at home and abroad, to find out the principles and design methods of interactive creative design in China, and to discuss the technical support of interactive creative design of commercial web ads through case analysis. And the future development trend of interactive web page design is analyzed to achieve the purpose of guiding the web page advertising design.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J52;F713.8

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本文編號(hào)：2299038