互动式户外广告研究

发布时间：2017-12-31 03:04

本文关键词：互动式户外广告研究　出处：《新疆大学》2015年硕士论文　论文类型：学位论文

【摘要】：默伍德担任亚洲户外(Asiaposter)公司的首席执行官时曾说过:户外广告才是真正的大众媒体,不是所有人都看电视、阅览报纸或者上网,但是任何人离开家都会看到户外广告。户外广告是一种古老而又现代的广告形式,其历史可以追溯到5000多年前刻在方尖塔上指引行人的象形文字。户外广告发展到今天,其形式多种多样,除了早期的悬挂实物和招贴传单,还有橱窗、路牌、霓虹灯等。只要我们离开家,置身在户外这个大的公共环境中,我们被各种各样的户外广告充斥着。在这样的海量户外广告里人们容易产生视觉疲劳,户外广告的信息也会被受众自觉的过滤屏蔽掉。因此,户外广告创作者在如何抓住受众“疲劳”的眼球,如何使受众在海量的信息中选择注意自己的广告信息成为难点。“互动”概念的引入能够较好的解决了户外广告被忽略的难题,因此,互动式户外广告成为户外广告未来的发展趋势。本论文以互动式户外广告为研究对象,通过对其概念的界定、传播三要素的分析、创意策略的归纳、表现形式的实例论证和内容的发布与管理阐释,较为系统全面的展示互动式户外广告目前的发展现状,并从分析中发现其所存在的问题以及找出相应的解决办法。最主要的是通过以上一系列的分析及论证为我国互动式户外广告今后的发展提供切实可行的思考,尤其是在新媒体时代下,我国互动式户外广告该如何抓住机会实现自身又好又快的发展提出一系列具有建设性的意见。本论文主要通过对已有的文献资料和国内外优秀的互动式户外广告案例进行研究,在案例的选择上,主要是选取那些具有一定的代表性或是获得过国际性广告奖项的互动式户外广告,这样归纳总结出的创意策略和表现形式更具有代表性和可靠性。本论文通过对互动式户外广告较为全面的研究发现:在信息时代,广告信息的有效传播需要将消费心理模式(AIDMA模式)中的第一环节“引起注意”(Attention)由暂时注意到持续性注意和扩大注意的转变。要达到这样的效果,既需要在广告创作之初加入更多的创意元素,也需要以科技为依托进行多元化的信息传播,尤其是搭上新媒体的快车道,将互动式户外广告与手机屏、计算机屏等联系起来不失为一种进行实时互动的好方法。这样的多屏传播方式既能拓宽广告信息的传播面,还能提高广告信息的传播深度,提高广告出现的频率和加深受众对广告的记忆度。多屏互动的传播方式是未来互动式户外广告的发展趋势所在,也是我国发展互动式户外广告的方向所在。
[Abstract]:Mawood served as the Asia Outdoor (Asiaposter) CEO of the company said: outdoor advertising is the real mass media, not all people are watching TV, reading newspapers or the Internet, but anyone who left home will see outdoor advertising. Advertising outdoor advertising is a form of ancient and modern, its history can be back to 5000 years ago. Guidelines on the Obelisk pedestrian hieroglyphs. Outdoor advertising development today, the variety of forms, in addition to the early hanging objects and leaflet, and window signs, neon lights. If we leave the house, in the middle of this large outdoor public environment, we were outdoors all kinds of advertising with massive outdoor advertising. In such people prone to visual fatigue, outdoor advertising information will also be conscious of the audience filtering masked. Therefore, the outdoor advertising creators in How to seize the audience's eye fatigue, how to make the audience in the vast amount of information in the selective attention of advertising information become difficult for them. "The introduction of interactive concept can better solve the problem, the outdoor advertising is ignored so that interactive outdoor advertising outdoor advertising has become the development trend in the future. In this paper, interactive outdoor advertising as the research object, based on the definition of the concept, analysis of three essential factors of communication, creative strategies, induction, release and management form of demonstration and explanation of the content, showing the current development situation of interactive outdoor advertising systematically and comprehensively, and found from the analysis of the existing problems and find out the corresponding the solution is one of the most important analysis and demonstration above a series of interactive outdoor advertising for China's future development to provide a feasible thinking, especially in the new media Body age, our interactive outdoor advertising how to seize the opportunity to realize their own development and fast forward a series of constructive suggestions. This paper mainly based on the existing domestic and foreign literature and excellent interactive advertising case study, in case selection, mainly those selected representative certain or won the interactive outdoor advertising International Advertising Awards, it summed up the creative strategy and form more representative and reliability. This paper based on interactive outdoor advertising more comprehensive study found that: in the information age, the effective dissemination of advertising information to consumer psychology mode (AIDMA mode "in the first part) Notice" (Attention) change of attention and attention by the expansion of temporary notice last. To achieve this effect, both in advertising The beginning of the creation of adding creative elements more, also need information dissemination based on science and technology diversification, especially on the new media of the fast lane, the interactive outdoor advertising and mobile phone screen, computer screen together is a good method for real-time interactive multi screen. The dissemination of such transmission can broaden the advertising information, but also improve the transmission depth of advertising information, advertising to improve the frequency of the occurrence and degree of advertising audience to enhance memory. The multi screen interactive mode of transmission is the future development trend of interactive outdoor advertising, where China is the development of interactive outdoor advertising.

【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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