互联网广告与品牌塑造

发布时间：2018-03-24 08:30

本文选题：互联网广告　切入点：品牌塑造　出处：《南京艺术学院》2006年硕士论文

【摘要】： 网络媒体在短短数年间已经迅速成长为继传统四大媒体之后的第五大媒体，互联网广告投放的市场份额也在逐年增加。在这个广告信息泛滥的环境中，品牌塑造成为互联网广告有效传播的关键。在利用互联网广告进行品牌塑造过程中，视觉设计部分是不可忽视的，色彩、图形、版式设计等各个方面都在品牌塑造过程中有着各自的地位和作用，也对消费者的心理、情感有着不同程度的影响。除此之外，，互联例广告与传统媒体广告相比的最大优势在于网络媒体带来的互动性传播特点，互联网广告的互动性设计使其表现形式和创意空间都得以拓展。在进行互联网广告设计时，只有品牌形象、视觉设计以及互动性设计多个层面相互结合，才能使广告效果最优化，塑造成功品牌。
[Abstract]:Internet media has grown rapidly into the fifth largest media after the four traditional media in just a few years, and the market share of Internet advertising has also increased year by year. Brand shaping has become the key to the effective dissemination of Internet advertising. In the process of brand shaping using Internet advertising, the visual design part can not be ignored, color, graphics, Layout design and other aspects have their own position and role in the process of brand shaping, but also have different degrees of influence on the psychology and emotion of consumers. In addition, The biggest advantage of Internet advertising compared with traditional media advertisement lies in the interactive communication characteristics brought by network media. The interactive design of Internet advertising makes it possible to expand its form of expression and creative space. Only the combination of brand image, visual design and interactive design can optimize the advertising effect and shape the successful brand.
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3

【引证文献】