手机广告的媒介应用与设计研究

发布时间：2018-03-30 09:28

本文选题：手机广告　切入点：手机媒介　出处：《北京印刷学院》2010年硕士论文

【摘要】：手机原本只是一种人们在移动中进行人际传播的通信工具,又称为移动电话。随着手机与互联网的结合以及3G(第三代移动通信技术)的普及与发展,人们通过手机不仅可以通话,还可以上网、购物、看电影、听音乐、玩游戏、阅读新闻,等等。手机逐渐由一种单纯传输信号的通信设备变成一种传播信息与内容的新型媒介。手机正在变成人们随身携带、移动的多媒体中心,当然这也可能使手机成为未来最大的广告媒介,手机广告的出现使手机正在实现由人际沟通工具向大众媒介跨越。手机广告作为一种全新的广告形式,具有针对性强、信息抵达率高、交互性强、有效性强、信息覆盖范围大、智能化强,从而能与用户形成有效沟通,大大提高广告主的经济效益等优势。基于国内目前的广告形式是以一种强行的推送形式传播给观众的,如何做到广告形式既能娱乐大众,又能使消费者由被动接受变为主动了解,是值得我们深思的问题。通过探寻手机广告的发展特点及其背后的需求动因,探讨手机广告与手机媒介的结合方式,分析手机媒介的特点和手机广告在手机媒介中的实际应用,总结手机广告的一般表现形式和手机广告在手机媒介中应该注意的问题,提出手机广告设计的创新表现形式,使手机广告能够更加完善地满足用户的实际需求,感受手机广告带来的全新互动体验。
[Abstract]:The mobile phone was originally just a kind of communication tool that people carry on the interpersonal transmission in the mobile, also called the mobile phone. With the combination of the mobile phone and the Internet and the popularization and development of the 3G (third generation mobile communication technology), People can not only talk by phone, but also go online, shop, watch movies, listen to music, play games, read the news, And so on. Mobile phones are gradually becoming a new medium for disseminating information and content from a purely signaling communication device. Mobile phones are becoming multimedia centers for people to carry and move around. Of course, this may also make mobile phones the largest advertising medium in the future, and the emergence of mobile advertising is making mobile phones realize the leap from interpersonal communication tools to mass media. As a new form of advertising, mobile phone advertising has strong pertinence, high information arrival rate, strong interaction, strong effectiveness, wide coverage of information, strong intelligence, and thus can form effective communication with users. Greatly improve the economic benefits of advertisers and so on. Based on the fact that the current advertising form in China is transmitted to the audience by a forced push, how can the advertising form be able to entertain the public? It is a problem worth our thinking that consumers can change from passive acceptance to active understanding. By exploring the characteristics of mobile phone advertising and the demand drivers behind it, we can explore the combination of mobile phone advertising and mobile media. This paper analyzes the characteristics of mobile phone media and the practical application of mobile phone advertising in mobile media, summarizes the general forms of mobile phone advertising and the problems that should be paid attention to in mobile phone media, and puts forward the innovative forms of mobile phone advertising design. So that mobile advertising can more perfect to meet the actual needs of users and feel the new interactive experience brought by mobile advertising.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：TN929.53

【共引文献】