基于地理位置的移动广告游戏设计研究

发布时间：2018-03-21 12:44

本文选题：移动广告游戏　切入点：交互设计　出处：《湖南大学》2012年硕士论文　论文类型：学位论文

【摘要】：2011年，移动互联网的爆发式增长，给人们的生活带来了极大的冲击和方便。中国互联网信息中心预计2012年移动互联网用户将突破6亿人，并且超过互联网用户数量。随着移动互联网逐渐渗透到人们工作和生活中的各个领域，手机游戏、手机支付、位置服务等丰富的移动互联网应用也随之迅猛发展起来，而移动广告作为细分行业之一也受到了热捧，参与广告平台竞争的企业迅速增多。目前，游戏内置广告是移动广告领域应用的最多且最广泛的形式，但大部分广告游戏内置的广告牌，都是图文形式的，且内置品牌与游戏毫无关联、生搬硬套，强迫用户记忆。主要的原因是在于他们之间并没有一套适合自己的应用体系及与用户的互动模式，只有实现用户与品牌之间的真正互动，让商家、品牌和用户直接在游戏中获益，这才是移动广告未来发展的方向。本文在移动互联网时代移动广告新趋势的影响下，分析了游戏与品牌社区对当地商家和其品牌与用户之间互动的影响，描述了移动广告逐渐形成了一种以游戏为核心的，基于地理位置并同时结合线上线下服务的广告平台的趋势。以心理学、品牌社区理论、游戏学等为理论依据，根据心流理论对用户的行为动机进行分析，对移动广告游戏化设计进行了全面的研究和探讨，构建了基于地理位置的移动广告游戏的品牌社区模型和设计模型。最终在此基础上，结合实际案例介绍了实践过程和最终成果。研究的创新和特色体现在：首先，，结合品牌社区与游戏等相关理论，阐述了以游戏的方式在品牌与用户之间巩固品牌社区所具备的重要作用和指导意义；其次，论述了以游戏为核心的基于地理位置的移动广告的潜在商业价值；最后，在对移动广告的设计分析，结合移动终端物理特点和移动终端设计要素的提炼，提出提供游戏形式和层面的模型，对未来在移动终端上广告游戏的设计的进一步发展提供一定的参考价值。本文检验了不同信息呈现形态对广告效果的影响，证明了在设计手机广告游戏时，考虑认知因素、环境因素、游戏形式等对于提升广告效果的重要性。论文的结果将对未来以基于地理位置的移动广告的设计提供了极具参考性的有益帮助。
[Abstract]:In 2011, the explosive growth of the mobile Internet brought great impact and convenience to people's lives. The China Internet Information Center estimated that in 2012, the number of mobile Internet users would exceed 600 million. And more than the number of Internet users. With the mobile Internet gradually infiltrating into all areas of people's work and life, mobile games, mobile payment, location services and other rich mobile Internet applications have also developed rapidly. As one of the segments of the industry, mobile advertising is also popular, and the number of enterprises participating in advertising platform competition is increasing rapidly. At present, in-game advertising is the most widely used form of mobile advertising. But most advertising games have built-in billboards in the form of pictures and text, and the built-in brand has nothing to do with the game. Forced user memory. The main reason is that they do not have a suitable application system and user interaction model, only to achieve the real interaction between users and brands, so that merchants, Brand and user benefit directly in game, this is the direction that mobile advertisement develops in the future. Under the influence of the new trend of mobile advertising in the era of mobile Internet, this paper analyzes the influence of game and brand community on the interaction between local merchants and their brands and users, and describes that mobile advertising has gradually formed a game as the core. Based on geographical location and combined with online and offline service advertising platform trend. Based on psychology, brand community theory, game theory and so on, this paper analyzes the behavior motivation of users according to heart-flow theory. In this paper, a brand community model and a design model of mobile advertising game based on geographical location are constructed. Finally, based on the research and discussion of the game design of mobile advertising, the author constructs the brand community model and design model of mobile advertising game based on geographical location. Combined with practical cases, the paper introduces the practice process and final results. The innovation and characteristics of the research are as follows: first, combined with the related theories of brand community and game, this paper expounds the important role and guiding significance of consolidating brand community between brand and user by the way of game; secondly, This paper discusses the potential commercial value of mobile advertising based on geographical location with game as the core, and finally, after analyzing the design of mobile advertising, combining with the physical characteristics of mobile terminal and the extraction of design elements of mobile terminal, The model of game form and level is put forward, which provides some reference value for the further development of advertising game design on mobile terminal in the future. This paper examines the effects of different information presentation patterns on advertising effects, and proves that cognitive and environmental factors are taken into account in the design of mobile phone advertising games. The results of this paper will be helpful to the future design of mobile advertising based on geographical location.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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