户外情景广告的视觉传达研究

发布时间：2018-03-24 06:23

本文选题：户外情景广告　切入点：体验参与　出处：《苏州大学》2010年硕士论文

【摘要】： 户外情景广告是体验经济时代的产物。在体验时代下,传统的户外广告影响力日渐式微,新兴的户外情景广告大有青出于蓝而胜于蓝之势。为了有别于传统户外广告说教式的诉求手法,新兴的户外情景广告形成了自己独特的诉说方式和营销手段。它不仅生动地传播广告信息,还借以情景互动为手段,通过视觉传达的方式,使受众的感官一一被触动,形成一幅由多种刺激组成的综合形象。本文基于实际调研的资料与搜集的著作文献,结合户外情景广告的案例状况,以“媒介”、“情景”为本文的切入点,对户外情景广告做深入、具体分析。广告受众的参与,环境媒介的融入,情景化的营造,空间化的感染,立体化的交流,使户外情景广告的诉求更具竞争力与穿透力。多层次、多方位地考察研究户外情景广告为其设计与创意提供实践与理论的依据。
[Abstract]:Outdoor situational advertising is the product of the era of experience economy. In the era of experience, the influence of traditional outdoor advertising is declining day by day. The emerging outdoor situational ads have the potential to outshine Yu Lan and outperform Yu Lan. In order to distinguish them from the traditional preaching style of outdoor advertising, The emerging outdoor situational advertising has formed its own unique way of telling and marketing. It not only vividly spreads advertising information, but also uses situational interaction as a means to make the audience's senses touch one by one through the way of visual communication. Form a comprehensive image of multiple stimuli. Based on the actual investigation and literature, combined with the case of outdoor situational advertising, this paper takes "media" and "scene" as the breakthrough point of this article, and makes a thorough and concrete analysis of outdoor situational advertising. The integration of environmental media, the construction of situational, the infection of space and the three-dimensional communication make the demands of outdoor situational advertisements more competitive and penetrating. A multi-directional study of outdoor situational advertising provides practical and theoretical basis for its design and creativity.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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