网络广告的视觉传达设计研究

发布时间：2018-02-02 11:55

本文关键词： 网络广告视觉传达互动性多媒体　出处：《湖南工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着中国互联网迎来高速发展的时代,互联网络广告已经成为了人类网络生活中重要的组成部分。它以其经济的价格、快捷的传播力、有效的互动性和及时的反馈度,在日益激烈的广告媒体中成为了新的佼佼者。但是目前网络广告在迅速发展的同时也面临着很多亟待解决的问题,一部分虚假甚至包含欺诈信息的网络广告充斥在其中,不仅给受众带来了经济损失,同时还留下了极为不佳的心理印象。还有一些网络广告缺乏设计美感,制造粗劣,只重广告宣传不顾视觉感受,导致了受众的抵触心理,极大地影响着网络广告行业的未来发展。从设计艺术学的角度出发,采用文献研究、比较分析、实践调查、个案研究和综合研究的研究方法,在现有的网络广告视觉传达设计相关研究的基础上,通过大量调查取例,对先进国内外网络广告的设计现状进行客观的探析,指出了网络广告在视觉传达设计上的需解决的问题；通过对网络广告视觉传达设计过程的分析,探索了网络广告的视觉传达在多媒体互动时代的创新表现。以视觉构成和创新表现作为切入点,从媒介特性、要素构成、受众心理、设计趋势等方面对网络广告视觉传达设计的创新设计理念及方式进行探索。借鉴国内外先进的设计理念和成功的设计实例,提出了优化组合、灵活编排、功艺兼备、互动交融等设计创新表现方式,并展望了网络广告视觉传达设计的发展空间,使网络广告在创造经济价值的同时也能够成为受众在网络世界中进行欣赏和交流的新平台。
[Abstract]:With the rapid development of the Internet in China, Internet advertising has become an important part of human network life. Effective interactive and timely feedback, in the increasingly fierce advertising media has become a new leader. But at present, the rapid development of online advertising is also facing a lot of problems to be solved. Some of the false and even contains fraudulent information of the network advertising filled in which not only brought economic losses to the audience but also left a very bad psychological impression. There are some network advertising lack of aesthetic design. Making vulgarity, only paying attention to advertising regardless of visual feelings, has led to the antagonism of the audience and greatly affected the future development of the network advertising industry. From the point of view of design art, this paper adopts the methods of literature research, comparative analysis, practical investigation, case study and comprehensive research, on the basis of the existing research on visual communication design of online advertising. Through a large number of investigation examples, this paper makes an objective analysis of the design situation of the advanced domestic and foreign network advertising, and points out the problems that need to be solved in the visual communication design of the network advertisement. Through the analysis of the design process of the visual communication of the network advertisement, this paper explores the innovative performance of the visual communication of the network advertisement in the era of multimedia interaction. Visual composition and innovative performance as a starting point, from the media characteristics, elements of the composition, audience psychology. Design trends and other aspects of the network advertising visual communication design innovative design ideas and ways to explore. Learn from the advanced design concepts and successful design examples at home and abroad, put forward an optimized combination, flexible arrangement. At the same time, the author also looks forward to the development space of the visual communication design of the network advertisement, such as the combination of work and art, interactive blending, and so on. While creating economic value, online advertising can also become a new platform for audiences to appreciate and communicate in the network world.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

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