论网络广告中的视觉传达设计

发布时间：2018-03-31 08:00

本文选题：网络广告　切入点：视觉语言　出处：《中南民族大学》2012年硕士论文

【摘要】：网络广告是伴随着互联网高速发展下的一种全新的广告形式，，是现代企业进行营销推广的主要手段之一。网络广告的发展离不开互联网的发展，更离不开艺术设计中视觉传达设计的发展。网络广告就是在网络上做的广告，主要以确定的广告主通过付费方式运用网络（因特网、万维网）媒体劝说公众接受或认可某种商品或进行品牌宣传的一种信息传播活动。通过利用网络技术，把广告视觉传达形式、文本链接、多媒体的方法在互联网上表现出来。通过互联网刊登或发布广告，并且利用网络本身的技术将网络广告传递到互联网用户的一种高科技广告运作方式。图形、文字、色彩、版式等元素作为视觉传达设计的重要元素，同样是网络广告重要组成部分。从网络广告的视觉元素来说，网络广告的发展也离不开图形、文字、色彩以及版式等元素的应用。其设计的好坏直接影响到受众对网络广告的接受程度。在网络广告中，视觉传达元素直接影响到网络广告的视觉审美和视觉冲击力，最终也影响到网络广告的信息传递。由于现代网络技术的不断发展，网络广告也逐渐从最初简单的横幅广告广告形式发展到具有现代创意，又具有信息传递，同时具有艺术品味的网络广告设计作品。因为网络广告创意的好坏直接影响着广告受众或者普通受众对网络广告的点击。因此，网络广告的视觉传达设计也是网络广告的重要部分。本论文旨在通过对网络广告的产生及发展以及网络广告中视觉元素的分析，并对优秀网络广告个案的分析，探寻中国传统文化元素在现代网络广告中的应用，寻找传统与现代的契合点，用传统的中国传统元素来表现现代网络广告的审美观，用中国传统元素为现代网络广告注入“新鲜血液”，从而去影响网络用户的思想，改变网络用户对网络广告的看法，设计出符合新时代特色的又具有民族特征的网络广告，总结出现代网络广告的视觉传达设计趋势。通过分析视觉传达设计中的视觉元素，从现代网络广告中出现的问题进行入手，从视觉的图形、色彩、装饰的感知规律进行分析，从民族文化内涵深处着手，从网络广告中的视觉审美价值、文化价值为基点来研究网络广告中的视觉传达设计，从而使我们的网络广告富有民族特色，真正引起网络用户的主动点击。
[Abstract]:With the rapid development of the Internet, network advertising is a new form of advertising, which is one of the main means of marketing promotion in modern enterprises.The development of network advertisement is inseparable from the development of the Internet and the development of visual communication design in art design.Internet advertising is a kind of information dissemination activity in which the Internet (Internet, World wide Web) media persuades the public to accept or approve a certain commodity or to propagate a brand.Through the use of network technology, advertising visual communication forms, text links, multimedia methods are displayed on the Internet.A high-tech advertising operation that publishes or publishes advertisements via the Internet and uses the technology of the network itself to deliver online advertising to Internet users.Graphics, text, color, typography and other elements as important elements of visual communication design, is also an important part of online advertising.From the visual elements of network advertising, the development of network advertising can not be separated from the application of graphics, text, color and typography.The quality of its design directly affects the audience's acceptance of online advertising.In the network advertisement, the visual communication element directly affects the visual aesthetic and visual impact of the network advertisement, and finally affects the information transmission of the network advertisement.With the continuous development of modern network technology, network advertising has gradually developed from a simple banner advertising form to a network advertisement design with modern creativity, information transmission, and artistic taste at the same time.Because the creativity of the network advertising directly affects the advertising audience or ordinary audience click on the network advertising.Therefore, the visual communication design of network advertising is also an important part of network advertising.The purpose of this paper is to explore the application of Chinese traditional cultural elements in modern online advertising through the analysis of the emergence and development of network advertising and the analysis of visual elements in network advertising, and the analysis of outstanding online advertising cases.Looking for the common point between the tradition and the modern, using the traditional Chinese traditional elements to express the aesthetics of the modern network advertisement, and using the Chinese traditional element to inject the "fresh blood" into the modern network advertisement, so as to influence the thought of the network user.This paper changes the view of network users to network advertisement, designs the network advertisement which accords with the new era characteristic and has the national characteristic, summarizes the modern network advertisement visual communication design trend.By analyzing the visual elements in the visual communication design, starting with the problems in the modern network advertisement, analyzing the perceptual laws of the visual graphics, colors and decorations, and proceeding from the deep connotation of the national culture,Based on the visual aesthetic value and cultural value in the network advertisement, this paper studies the design of the visual communication in the network advertisement, so that our network advertisement is full of national characteristics and causes the active click of the network user.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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