儿童益智网站网络广告的计算机制作与应用

发布时间：2018-03-29 16:13

本文选题：儿童网站　切入点：网络广告　出处：《山东大学》2009年硕士论文

【摘要】： 随着互联网的普及和多媒体技术的发展,网络广告作为新型媒介之一,它的兴起势不可挡,越来越多的广告主把大量的费用投放在网络这一新兴的媒体上。但由于国内网络广告的表现形式单一,仍然以旗帜广告、弹出广告等强迫式广告为主,导致浏览者参与程度不高,从而制约网络广告的发展。随着网络广告多媒体技术的日益发展,网络广告表现形式的多样化成为了当前急需解决的问题。为了有效的解决网络广告传播推广的问题,使浏览者参与广告的积极性更高,本文将以儿童益智网站网络广告实际制作过程为例,阐述如何丰富网络广告的表现形式和表现手法,使网络广告对儿童益智网站的传播具有更强的推广性。本文以“呀呀童趣网”儿童益智网站的两则网络广告为分析案例,主要完成了以下工作: 1.首先,设计制作“儿童益智类网站问卷调查表”,通过该调查问卷表进行系列社会市场调查,根据调查结果分析该同类网站所具有的特性及优劣势。其次,对广告所对应的儿童益智网站——“呀呀童趣网”的整体框架和功能进行分析,并通过对该网站功能模块的分析,挖掘该网站在功能模块设置上与其他同类网站相比较所具有的独特性。再次,从平面设计的角度对“呀呀童趣网”的页面布局设计、网站整体色调、文字信息等所具有的特性进行归纳总结,为此后的广告设计与制作提供有力的思路依据。最后,对“呀呀童趣网”的目标受众和消费者进行分析,这样才能有效的针对消费者心理设计出具有良好传播效果的网络广告。 2.对该广告目标受众的色彩心理进行分析,然后在分析的基础上对广告的整体色调、平衡色、重点色、渐变调和色等进行设计,将“呀呀童趣网”系列网络广告的色彩搭配一步一步的具体实现。 3.结合“呀呀童趣网”网站整体特性以及主要广告受众——家长和儿童的心理特性,然后从语言创作与艺术设计的双重角度来创作广告语,并阐叙了广告语在广告中的具体实现步骤。 4.结合“呀呀童趣网”网站的整体风格,产品诉求等方面的特点,从艺术设计角度对该网站广告的主体元素、次要元素、背景效果进行设计,并阐叙了广告主体元素、次要元素、背景效果具体实现步骤及最终效果。 5.根据动画的基本原理,从儿童与家长这两种不同的受众人群的心理喜好来给广告动画设计不同的方案,并阐叙了两则动画的具体实现步骤和最终效果。在网络广告发展受到制约的当下,网络广告只有首先通过对市场、广告主体和广告受众进行调查和分析,然后在分析的基础上有的放矢的整理设计思路,最后利用计算机多媒体技术整合图像、声音、动画、视频等多种元素,增加广告的表现形式,丰富广告的表现手法,改变浏览者被动参与广告的的局面,才能让广告帮广告主很好的抢占市场。通过“呀呀童趣网”网络广告的设计与制作可以清晰的了解到,一个成功的网络广告是技术与艺术的高度结合物,在创作的每个环节无不需要两方面的相辅相依。所以,对于网络广告的计算机制作与应用来说,技术是艺术实现的基础,而艺术性的把握和追求是对技术更高的要求。这也需要设计者不断完善自身素质,努力掌握新的制作技术,提高艺术素养,迎接新的挑战。
[Abstract]:With the popularization of Internet and the development of multimedia technology , network advertisement is one of the new kinds of media , its rise is overwhelming , and more and more advertisers have put a large amount of expense on the emerging media of the network . However , because of the single manifestation of domestic network advertisement , it still takes the banner advertisement , pop - up advertisement and other compulsive advertisements as the main , which leads to the low degree of participation of the viewer , thus restricting the development of the network advertisement . With the development of the multimedia technology of the network advertisement , the diversification of the expression form of the network advertisement becomes the problem which is urgently needed to be solved .

In order to solve the problem of the popularization of network advertisement effectively , so that the viewer is more motivated to participate in the advertisement , this paper discusses how to enrich the expression and expression of the network advertisement in the practice of the network advertisement of the children ' s intelligence website , so that the network advertisement has stronger popularization in the dissemination of the children ' s intelligence website .

In this paper , two online advertisements of " babble " children ' s intelligence website are analyzed , and the following tasks are mainly completed :

1 . First of all , the author makes a series of social market research and analyses the characteristics and the advantages and disadvantages of the website of the same kind of websites . Then , the paper analyses the characteristics of the web page layout design , the whole tone of the website , the text information and so on according to the results of the survey . Finally , it analyzes the target audience and the consumers of the " babble children ' s interesting net " , so that the network advertisement with good communication effect can be effectively designed for the consumer psychology .

secondly , analyzing the color psychology of the advertisement target audience , and designing the whole color tone , the balance color , the key color , the gradient harmonic color and the like of the advertisement on the basis of the analysis , and matching the color of the " babble " series network advertisement to the specific implementation of one step .

3 . According to the overall characteristics of the website and the psychological characteristics of the main advertisement audience _ parents and children , the author creates the advertising language from the dual angle of language creation and art design , and expounds the concrete realization steps of the advertising language in the advertisement .

4 . The main elements , secondary elements and background effects of the website advertisement are designed from the point of view of art design in combination with the overall style , product appeal and so on of the website of " babble " website , and the concrete realization steps and final results of the elements , secondary elements and background effects of the advertisement are described .

5 . According to the basic principle of animation , different schemes of cartoon design are given from the psychological preferences of the children and parents , and the concrete realization steps and the final results of the two animations are described .

In the moment of the restriction of the development of the network advertisement , the network advertisement is only first through investigation and analysis to the market , the advertisement main body and the advertisement audience , then on the basis of the analysis , based on the analysis of the design thinking , finally the computer multimedia technology integrates various elements such as images , sound , animation , video and the like , increases the expression of the advertisement , enriches the expression technique of the advertisement , and changes the passive participation advertisement of the viewer .

Through the design and production of " babble " network advertisement , it can be clearly understood that a successful online advertisement is the combination of technology and art . It is the basis of art realization . Therefore , for the computer production and application of network advertisement , the technology is the foundation of art realization . Therefore , it is also necessary for designers to improve their own quality continuously , and strive to master the new production technology , improve the artistic accomplishment and meet the new challenges .

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

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