论三维网络互动性对弹出式广告连续阅读过程的营造

发布时间：2018-02-27 12:18

本文关键词： 网络广告弹出式三维互动连续阅读　出处：《哈尔滨工业大学》2009年硕士论文　论文类型：学位论文

【摘要】： 国内宽带网络的快速普及,使网络成为市场推广与广告宣传的强大媒体。网络的发展向传统的网络广告观念和形式提出了挑战——如何更好的适应网络所带来的新的传播形式和商业模式。目前,我国网络广告传播还只是照搬传统的大众传播形式。插播于页面之上,强制用户浏览的弹出式网络广告就是表现之一,它的弹出特性创造了高注目率,受到广告主、网络运营商青睐,但大量无序、设计低劣的弹出广告引发了受众的广泛争议。因此,避免弹出打扰以及受众阅读中断感的研究,意在用三维互动手段营造网络连续的阅读过程。传统的广告研究集中在广告策略与创意上。网络广告只有适应网络传播的特点,才能找到广告最有效的表现方式。对于弹出式网络广告的研究是要在保持高注目率的同时,创造高点击率。把用弹出手段获得受众关注的过程延伸为点击行为,用精准充分的互动减少受众的中断感。弹出广告要结合网络受众的阅读规律,使受众转向对于广告内容的关注和阅读,并且在这个转呈过程中感受到连贯的阅读过程。阅读的连续性本质上是一种认知心理的连续性。本论文从认知心理科学的角度,研究受众在互联网上的阅读行为和心理特性。超链接形态的网络信息布局,使个性化的互动成为受众网络浏览的心理行为期望,三维互动式弹出广告的表现形态元素力求适应这种网络浏览的心理行为倾向,利用三维的网络表现手段,创造认知上更加充分的互动行为,营造阅读心理上的连贯感。研究阅读的连续性是一种大众传播过程的研究。网络传播的主导模式是:受众自主地寻找自己所需要的信息。网络传播具有个性化的实时、动态与交互特征。本文把研究网络交互特性,作为三维弹出式网络广告挖掘有效表现方式的途径,重点研究三维网络情景在实现交互性方面的突出效果。三维虚拟现实的交互性、沉浸性、想象性,有助于关联受众即时的阅读进程,这些特性对于网络浏览的认知、心理、行为有相当大的引导性。本文运用理论分析、调查问卷、实证的方式来挖掘三维表现手段在创造情境、诠释信息、引发关注方面的作用。借助三维的互动、沉浸的虚拟现实功能,把网络广告的创意策略研究引向一个更具创造性的广阔领域。
[Abstract]:The rapid spread of domestic broadband networks, Make the network become a powerful media for marketing and advertising. The development of the network has challenged the traditional concept and form of online advertising-how to better adapt to the new forms of communication and business model brought by the network. China's network advertising dissemination is just a copy of the traditional form of mass communication. It is one of the manifestations of pop-up advertisements, which are inserted on the page and forced to be viewed by users. Its pop-up features create a high visibility rate and attract advertisers. Network operators favor, but a large number of disordered, poorly designed pop-up ads caused widespread controversy among the audience. Therefore, the purpose of the study of avoiding eject interruptions and readers' sense of interruption is to create a continuous reading process on the network by means of three-dimensional interaction. Traditional advertising research focuses on advertising strategy and creativity. Only when Internet advertising adapts to the characteristics of network communication, can it find the most effective way of expression. The research on pop-up online advertising should keep a high attention rate at the same time. Creating a high click rate. The process of getting attention from the audience by pop-up means is extended to click-through behavior, with accurate and sufficient interaction to reduce the audience's sense of interruption. The pop-up advertisement should be combined with the reading rules of the online audience. Make the audience to focus on the content of advertising and reading, and feel the process of coherent reading. The continuity of reading is essentially a kind of cognitive psychological continuity. From the perspective of cognitive psychological science, this paper studies the reading behavior and psychological characteristics of the audience on the Internet. Make the individualized interaction become the psychological behavior expectation of audience's network browsing, the expressive form element of three-dimensional interactive pop-up advertisement tries to adapt to the psychological behavior tendency of this kind of network browsing, and make use of three-dimensional network expression means. Create more fully cognitive interactive behavior and create a sense of psychological coherence in reading. To study the continuity of reading is a kind of research of mass communication process. The dominant mode of network communication is that the audience independently seeks the information they need. Dynamic and interactive features. This paper studies the characteristics of network interaction as a way to explore the effective expression of 3D pop-up web advertising. This paper focuses on the prominent effect of 3D network scene in realizing interactivity. The interactive, immersive and imaginative nature of 3D virtual reality is helpful to the immediate reading process of the relevant audience, and these characteristics are helpful to the cognition and psychology of network browsing. Behavior is quite instructive. This paper uses theoretical analysis, questionnaire, and empirical methods to explore the role of three-dimensional representation in creating situations, interpreting information and arousing attention. The creative strategy research of online advertising will be led to a more creative broad field.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.80

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