就地

发布时间：2018-02-11 08:00

  本文关键词： 情境广告 展示环境 就地取材 创作思路　出处：《南京艺术学院》2011年硕士论文　论文类型：学位论文

【摘要】：情境广告是将广告与实时环境相结合来进行创意表现的一种新的广告形式,它与传统户外广告的区别在于其广告中充分介入了“环境性”。情境广告的“环境性”表现为广告的展示环境成为广告内容与形式的重要组成部分。本文以情境广告的创作为主要研究对象,采用个案分析和理论相结合的研究方法,论述了在情境广告的创作中,可以使现场环境成为广告创意的一个创作元素,达到巧妙的视觉效果,因而提出了“就地取‘材’”的创作思路。并结合切身的创作实践,进一步论证了就地取“材”的设计内涵含义,及其创作流程的内在关系；最后归纳总结出如何将情境广告与展示环境巧妙糅合,达到浑然一体的植入方式。
[Abstract]:Advertising is advertising context and real-time environment combine to a new form of advertising creative expression, the difference between it and traditional outdoor advertising is the advertising fully involved in the "environment". The context of advertising "environment" for the advertising display environment become the advertising content and form an important part. In the context of advertising creation as the main object of study, using the research methods of combination of theory and case analysis, discussed in the context of advertising creation, a creative element can make the environment become creative advertising, to achieve clever visual effects, and put forward the "local" material "creative ideas. Combined with the design practice of personal, and further demonstrates the design connotation of local" material "meaning, relationship and creation process; finally summed up how contextual advertisement and Exhibition The environment is ingeniously blended to achieve an integrated approach.

【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8
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本文编号：1502564