视觉文化语境下手机媒体广告创意研究

发布时间：2018-04-05 21:21

本文选题：视觉文化　切入点：广告　出处：《青岛科技大学》2017年硕士论文

【摘要】：当前伴随着智能手机的广泛应用以及移动终端技术的快速发展,手机这一新型的广告媒介存在着巨大的发展空间和发展潜力,较之传统广告媒介显示出了独特的优势。对于手机媒体广告来说,在经历了媒介的竞争、营销的竞争之后,如今转向了广告创意的竞争。如何迎合媒介特性和时代特征来满足受众的审美需求是广告创意的核心所在。视觉文化时代,图像充斥着我们生活的方方面面,社会文化正在由以语言为中心向以形象为中心转变。在此基础上,手机媒体广告创意不管在技术层面上还是视觉层面上都应该与时俱进,顺应文化发展的潮流才能呈现出最佳传播效果。但是我国手机媒体广告由于起步较晚,目前尚处在一个发展阶段。在发展过程中广告创意也出现了一些较为突出的问题,例如照搬传统广告模式、设计同质化严重、高端作品缺乏、定位不准等。为此文章从整体上把控未来手机媒体广告的发展方向,对视觉文化语境下手机媒体广告的创意进行了深入的分析与研究。文章从四个部分进行论述:第一章绪论主要进行背景分析,阐述文章的目的与意义;第二章运用资料分析法进行概念表述,分析手机媒体广告与视觉文化之间的相互作用,并总结出视觉文化语境下手机媒体广告在视觉技术、视觉创意、视觉审美方面的表现;第三章运用案例分析法梳理出我国手机媒体广告创意所面临的发展瓶颈,总结造成困境的原因;第四章从创意思维的培养、视觉符号的运用、大数据的精准分析、技术的开发与应用四个方面结合符号学、大众审美心理学等理论方法,探究出解决手机媒体广告创意不足的方案。笔者期望文章为未来手机媒体广告能够高效、快速发展提供有价值的理论参考。
[Abstract]:With the wide application of smart phones and the rapid development of mobile terminal technology, mobile phone, a new advertising medium, has a huge development space and potential, which shows unique advantages compared with traditional advertising media.For mobile media advertising, after experiencing the competition of media and marketing, it now turns to the competition of advertising creativity.How to meet the aesthetic needs of the audience according to the characteristics of the media and the times is the core of advertising creativity.In the age of visual culture, images are filled with all aspects of our life, and social culture is changing from language-centered to image-centered.On this basis, mobile media advertising creativity in both the technical level and the visual level should keep pace with the times, conform to the trend of cultural development in order to show the best communication effect.However, due to the late start of mobile media advertising in China, it is still in a stage of development.In the process of development, there are also some outstanding problems in advertising creativity, such as copying the traditional advertising model, the design homogenization is serious, the high-end works are lacking, the positioning is not correct, and so on.Therefore, the paper analyses and researches the creativity of mobile media advertising in the context of visual culture by controlling the future development direction of mobile media advertising as a whole.The article is discussed from four parts: the first chapter is the introduction of background analysis, the purpose and significance of the article, the second chapter uses the data analysis method to describe the concept of mobile media advertising and visual culture, the interaction between mobile media advertising and visual culture.And summarizes the visual cultural context of mobile media advertising in the visual technology, visual creativity, visual aesthetic performance; the third chapter of the use of case analysis to comb out the development of mobile media advertising creativity facing bottlenecks,Chapter four combines the theoretical methods of semiotics, popular aesthetic psychology, and so on, from four aspects: the cultivation of creative thinking, the application of visual symbols, the accurate analysis of big data, the development and application of technology, and so on.Explore the solution to the lack of mobile media advertising ideas.The author hopes that the article can provide valuable theoretical reference for the future mobile media advertising.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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