新形式互动广告探析——以VR广告创意策略为例
发布时间：2019-06-26 14:17
【摘要】：随着互联网等相关技术的产生,消费者和市场之间的互动突然变得空前显著起来。2016年被业界称为虚拟现实(Virtual Reality,以下简称VR)技术元年,互动广告也因此诞生了一种新形式——VR广告。在技术与媒介形态双重革新的背景下,为了让广告公司在制作这种新形式的广告创意上更具策略性,文章通过摘录分析经典案例得出VR广告创意表现策略,即沉浸式体验策略、趣味感十足策略、悬念感递进策略和互动感真实策略。
[Abstract]:With the emergence of Internet and other related technologies, the interaction between consumers and the market has suddenly become more significant than ever. In 2016, the industry called virtual reality (Virtual Reality, (VR) technology in the first year, interactive advertising has also been born a new form-VR advertising. Under the background of dual innovation of technology and media form, in order to make advertising companies more strategic in making this new form of advertising creativity, this paper obtains the creative expression strategy of VR advertising through excerpt and analysis of classical cases, that is, immersive experience strategy, full of interest strategy, suspensive progressive strategy and interactive real strategy.
【作者单位】： 浙江传媒学院;
【分类号】：F713.8
[Abstract]:With the emergence of Internet and other related technologies, the interaction between consumers and the market has suddenly become more significant than ever. In 2016, the industry called virtual reality (Virtual Reality, (VR) technology in the first year, interactive advertising has also been born a new form-VR advertising. Under the background of dual innovation of technology and media form, in order to make advertising companies more strategic in making this new form of advertising creativity, this paper obtains the creative expression strategy of VR advertising through excerpt and analysis of classical cases, that is, immersive experience strategy, full of interest strategy, suspensive progressive strategy and interactive real strategy.
【作者单位】： 浙江传媒学院;
【分类号】：F713.8
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