商场电动扶梯广告设计的互动性研究

发布时间：2018-03-21 12:36

本文选题：商场　切入点：电动扶梯　出处：《西南交通大学》2012年硕士论文　论文类型：学位论文

【摘要】：在大型多层商场建筑中,人们可以不看宣传单,不看电视广告,不挑选商品,但一定会坐电梯,升降梯的速度、人口容量、位置等不足,凸显了商场电动扶梯的重要性,在商场电动扶梯中做广告设计,它比传统媒体广告更具有强制性,传播目标率也将达到百分之九十以上。研究商场电动扶梯互动性广告设计能够更直观的使商品广告与消费者进行直接交流,极易感染和打动消费者,同时可以促使消费者对商品的高度关注,有助于商品品牌的宣传及营销,美化和提升商品及商场的附加值,最终达到商品及商场与消费者的良好沟通。在保证商场电动扶梯基本功能运转正常且具有安全环境的情况下,通过对商场电动扶梯互动性广告设计的研究,挖掘其潜在的巨大商业价值,希望能够引起企业商家及商场的更多关注与投入,让平面广告设计师发现一个具有更大潜力及有趣的广告新媒体而兴奋的同时,也让商品多了一个传达信息,沟通消费者,促进销售的新渠道。商场电动扶梯广告设计的互动性研究即通过广告宣传信息促使消费者主动去了解商品信息,从消费者与商品互动的角度,来研究商场电动扶梯互动性广告设计的表现方法。在商场电动扶梯的互动性广告设计中,首先可以有效的促进消费者与商场及商品之间的沟通,其次有助于商品品牌形象的塑造,达到商品营销的良好效果,再次提升商场及企业商品的附加值,最后希望能够为平面广告设计师对商场电动扶梯广告特别是互动性广告的设计提供一定的方向和参考依据。本文通过问题的提出首先从国内外现状出发,对国内外商场电动扶梯广告设计的互动性研究成果和不足进行了分析比较；接着对商场电动扶梯的概念作了详细的概述,然后从电动扶梯与商场及消费者之间的关系进行逐级分析,同时将商场电动扶梯中表面各媒介在广告设计中的应用进行分析,总结了商场电动扶梯广告设计的互动性研究在广告中的意义,最后以商场电动扶梯互动性广告的影响因素为出发点,介绍了部分商场电动扶梯互动性广告设计的不同表现方法。
[Abstract]:In large multi-storey market buildings, people can not read propaganda leaflets, do not watch television advertisements, or choose commodities, but they will certainly take elevators, elevators, population capacity, location and other deficiencies, which highlights the importance of escalators in shopping malls. Advertising design in the escalator of a shopping mall is more mandatory than traditional media advertising. The transmission target rate will also reach more than 90%. The research on the design of interactive advertising for escalators in shopping malls can make the direct communication between commodity advertisements and consumers more intuitively, and it is easy to infect and impress consumers. At the same time, it can make consumers pay more attention to the goods, promote the promotion and marketing of commodity brands, beautify and enhance the added value of goods and shopping malls. In order to ensure that the basic function of the escalator is normal and has a safe environment, through the research of the interactive advertising design of the escalator in the market, Excavating its potential huge commercial value, hoping to attract more attention and investment from businesses and shopping malls, so that graphic advertising designers can find a new advertising media with greater potential and fun and excited at the same time, It also gives commodities a new channel for conveying information, communicating consumers, and promoting sales. The interactive study of advertising design for escalators in shopping malls, that is, through advertising information, urges consumers to take the initiative to understand commodity information. From the perspective of consumer and commodity interaction, this paper studies the performance method of interactive advertising design of mall escalator. In the interactive advertising design of mall escalator, first of all, it can effectively promote the communication between consumers and shopping malls and commodities. Secondly, it will help to shape the brand image of commodities, achieve the good effect of commodity marketing, and once again promote the added value of goods in shopping malls and enterprises. Finally, the author hopes to provide a certain direction and reference for the graphic advertisement designer to design the escalator advertisement, especially the interactive advertisement. In this paper, first of all, from the point of view of the current situation at home and abroad, the paper analyzes and compares the interactive research results and shortcomings of the advertising design of escalators in shopping malls at home and abroad, and then gives a detailed overview of the concept of escalators in shopping malls. Then the relationship between escalator, market and consumers is analyzed step by step. At the same time, the application of surface media in advertising design is analyzed. This paper summarizes the significance of the interactive research on the advertisement design of the electric escalator in the market. Finally, taking the influencing factors of the interactive advertisement of the escalator in the market as the starting point, this paper introduces the different expression methods of the interactive advertisement design of the electric escalator in some shopping malls.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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