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Cross-integration of Advertising Creative and Public Art in

发布时间:2016-10-01 13:32

  本文关键词:数字媒体时代广告创意与公共艺术的交叉融合,由笔耕文化传播整理发布。


数字媒体时代广告创意与公共艺术的交叉融合 Cross-integration of Advertising Creative and Public Art in the Digital Media Age

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摘要:

文章通过探讨数字媒体时代广告与公共艺术之间的关系,结合案例分析,论述了两者之间共有的公共性特征及社会价值。在广告媒介与技术变革的背景下,借用公共艺术的形式进行广告创意,既符合数字媒体时代广告传播的特性,也体现了广告的社会意义。同时,文章提出介入公共艺术的广告创意策略,要考虑如何引起受众兴趣与关注,,设置参与体验,形成使受众乐于分享的传播过程。

Abstract:

By case studies and theoretical analysis ,this paper discusses the relationship of advertising and pub-lic art in digital media era , as well as the common characteristics and social value of them .In the context of media and technology changes , using the form of public art in creative is in line with the characteristics of the digital age , and reflects the social significance of advertising .Meanwhile , the paper emphasizes that more attention should be paid to audiences'interest and experience to form a sharing process .


  本文关键词:数字媒体时代广告创意与公共艺术的交叉融合,由笔耕文化传播整理发布。



本文编号:128079

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