新媒体动画在广告中的应用优势及发展趋势

发布时间：2018-03-16 15:45

本文选题：新媒体动画　切入点：广告制作　出处：《湖北工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：新媒体时代下,技术的发展与进步使得新的媒体形式如雨后春笋般涌现,新媒体为动画的艺术的表现演绎提供了更宽广的舞台,同时也为动画在广告中的应用开辟了多元化的发展方向。在这个“创意为王”、“顾客至上”的时代,新媒体动画与广告的嫁接,不仅提升了广告的创意表现力、视觉效果、传播效率,更是用丰富多样的交互形式将消费者带入到体验中,在带动多重感官的交互体验中,迎合消费者丰富而细化的审美需要和心理及情感诉求。本论文以探索新媒体动画广告的更佳出路为目的,明确阐述了新媒体、动画和广告这三者的内联性,和新媒体动画应用于广告中的优势,以在广告制作中的优势和传播中的优势为主要研究方面,列举大量案例阐述论点,通过综合分析,探索其制作方式、传播途径的最佳选择,并对未来新媒体动画广告的发展新趋势做出一系列有依据的预测,争取在新媒体动画广告创作的这条路上提供有价值的、有引导性的理论基础。在探索过程中,本人主要采用文献参考法、案例研究法和比对分析法。文献参考法通过查阅主题相关的著作、学术期刊及学位论文,为本文的论述提供扎实可靠的理论基础;案例研究法是通过对大量优秀广告案例的研究分析总结其成功的经验和创新之处;比对分析法通过将所收集的优秀案例进行比对整合,分析其中的相同点与不同之处,并结合当下的时代特征和技术发展情况,寻求最适合市场方式,并将这些优点适当地应用于自己的毕业设计实践中,为设计提供理论指导的同时,让设计作品能更紧随时代潮流、符合受众口味。此论文研究撰写的创新之处在于,剖析了新媒体的特征、优点和新媒体动画的数字化特性,重点分析了广告中的新媒体动画的优势所在,以理论联系实际探寻广告创作中新媒体动画的可行性和应用方式,并结合当下的热门科学技术为新媒体动画广告勾勒出大概的发展方向,借此趋势让新媒体动画在广告的应用中最大限度的展示其魅力、发挥其价值,为广告赢得更多的关注和更好的市场效益。
[Abstract]:Under the new media era, with the development of technology makes the new media forms such as bamboo shoots after a spring rain emerged, provides a broader stage for the new media animation artistic interpretation, but also provides a development direction for a wide range of application of animation in advertising. In this "creativity", "customer first" the era of new media animation and advertising, grafting, not only to enhance the advertising creative expression, visual effect, transmission efficiency, more interactive forms will be brought to the consumer experience, drive in the interactive multi sensory experience, rich and refined to meet consumer aesthetic needs and the psychological and emotional demands better. This thesis is to explore the way of new media animation advertisement for the purpose of a clear explanation of the new media, inline animation and advertising of the three, and the new media animation used in advertising advantage in Guangzhou To make the advantage and spread the advantage as the main research aspect, the large number of cases cited this argument, through comprehensive analysis, to explore the ways of making the best choice, route of transmission, and make a series based on the prediction of the new trend in the development of new media animation advertisement in the future, to provide valuable in this article on the new media animation advertisement creation, the theoretical basis of the guide. In the exploration process, I mainly used the literature method, case study method and comparative analysis method. The reference method by referring to related theme books, journals and academic dissertations, provide a solid theoretical basis and reliable for this article; case study is through the study of a large number of outstanding advertising case analysis summed up the successful experience and innovation; comparison and analysis method were compared through the integration of outstanding cases will be collected, analyzed the The similarities and differences, combined with the development characteristics of the times and technology present situation, find the most appropriate way of market, and these advantages are suitable for use in the graduation design practice, and provide theoretical guidance for the design, make the design work to follow the trend of the times, in line with the innovation of writing the audience. This paper is analyzed the characteristics of new media, new media and digital character animation, focuses on the analysis of the advertising in the new media animation advantage, to explore the theory and practice feasibility and the application of new media animation advertisement creation, popular science and technology and the combination of the current new media animation advertisement outline the development about the trend to make new media animation in advertising in the application of the maximum display its charm, play its value, win more attention to advertising And better market benefits.

【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3;J218.7

【参考文献】