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消费文化背景下网络广告设计策略研究

发布时间:2018-02-02 17:03

  本文关键词: 消费文化 网络广告 受众 设计策略 出处:《河南大学》2008年硕士论文 论文类型:学位论文


【摘要】: 因特网的迅猛发展为中国广告业带来了前所未有的机遇。随着传播技术的进步,传统的广告设计策略已失去了往日的活力,这使我们对整个广告设计策略的运作和发展都必须重新界定和思考。 消费文化作为一种消费价值体系,潜移默化地影响着人们的思维习惯、生活习惯和消费习惯。广告是商品生产和消费的伴生物,它天然地和消费文化密切联系在一起。现代社会已进入个性化、多样化的消费时期,消费者的需求也越来越个性化、多样化。这一切都对网络广告的设计和投放策略提出了新的要求和挑战。究竟采取什么样的广告设计策略,吸引网民的注意,促使他们去点击浏览网络广告,成为亟待解决的问题。本文从消费文化的角度,深入系统地研究网络广告的设计策略。 本文首先引入消费文化的概念,分析了当今消费文化的特征,阐述了网络广告的概念和它得天独厚的传播优势,以及消费文化与网络广告的互动关系。 其次,详细论述广告设计观念的嬗变之后,继而探讨了网络广告的设计策略,依次具体地分析网络广告的视觉策略、创意策略和网络广告的传播策略。 最后,依据现代消费文化越来越个性化、多样化的特征,展望了网络广告的未来发展趋势。
[Abstract]:The rapid development of the Internet has brought unprecedented opportunities for China's advertising industry. With the progress of communication technology, the traditional advertising design strategy has lost the vitality of the past. This causes us to the entire advertisement design strategy operation and the development must redefine and ponder. As a consumption value system, consumer culture has a subtle influence on people's thinking habits, life habits and consumption habits. Advertising is the companion of commodity production and consumption. The modern society has entered into the individuation period, the consumer's demand is becoming more and more individualized. All these put forward new requirements and challenges to the design and delivery strategy of online advertising. What kind of advertising design strategy should be adopted to attract the attention of Internet users and urge them to click and browse online advertising. From the perspective of consumer culture, this paper deeply and systematically studies the design strategy of online advertising. This paper first introduces the concept of consumer culture, analyzes the characteristics of current consumption culture, expounds the concept of online advertising and its unique communication advantages, as well as the interactive relationship between consumer culture and online advertising. Secondly, after discussing the evolution of the concept of advertising design in detail, this paper discusses the design strategy of network advertisement, and then analyzes the visual strategy, creative strategy and communication strategy of network advertisement in turn. Finally, according to the characteristics of more and more individuation and diversification of modern consumption culture, the future trend of online advertising is prospected.
【学位授予单位】:河南大学
【学位级别】:硕士
【学位授予年份】:2008
【分类号】:F713.8

【引证文献】

相关硕士学位论文 前3条

1 张竹;网络广告中视觉语言设计研究[D];东北林业大学;2009年

2 吴雯;网络广告传播与构建的消费文化观念的实证分析[D];兰州大学;2010年

3 王璐;中国当代消费文化对商业插画的影响探析[D];南京艺术学院;2013年



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