体验时代下的环境媒体广告设计研究

发布时间：2018-04-10 08:19

本文选题：环境媒体　切入点：广告　出处：《上海交通大学》2010年硕士论文

【摘要】：环境媒体广告逐渐受到重视,有别于传统户外广告说教式的诉求方式,环境媒体广告以开放式的媒介环境为依托,强调将媒介的物理属性、环境的自然属性融入到广告创意中来,更重视受众的参与和个性化体验。所以本文的研究对象就是这种更具体验性与媒介创新性的环境媒体广告。文章从研究环境媒体广告的现状入手,引入学者施密特·伯德的体验分类方法,以及“广告载具论”、“环境媒体论”、“媒体增值论”这几种媒介创新理念来剖析环境媒体广告的创意精髓所在。由此可以发现环境媒体广告把创意的重点放在了发布终端上,改变了传统户外广告的设计流程,不再是等广告创意完成后再由媒介去机械执行。本文的研究目的是通过分析这种环境媒体广告设计的创意特点、媒介利用方式,探索性的提出相关设计创新策略,这个策略具有可执行性,能够创造出更具传播效果的体验性广告。具体说来,做法就是将信息载体——环境媒体和广告信息本体以创新的表现方式结合起来,更好的与周围环境契合,通过与受众的关联互动,让他们对广告有更深入的接触以及颠覆性的体验。这种设计策略的重点就在于环境媒体的选择利用、创新性的视觉表现手法以及对受众的体验输出方式。最后结合以上理论研究成果进行实践设计。
[Abstract]:Environmental media advertising has been paid more and more attention, which is different from the traditional mode of outdoor advertising, which relies on the open media environment and emphasizes the physical properties of the media.The natural attributes of the environment are integrated into the advertising creativity, paying more attention to the participation of the audience and individualized experience.Therefore, the object of this paper is this more experiential and innovative environmental media advertising.Starting with the current situation of environmental media advertising, this paper introduces Schmitt Byrd's experience classification method, as well as "Advertising vehicle Theory" and "Environmental Media Theory".Media Value-added Theory "these media innovation ideas to analyze the creative essence of environmental media advertising."It can be found that the environmental media advertisement focuses on the release terminal and changes the design process of the traditional outdoor advertising instead of waiting for the advertising originality to be mechanically executed by the media.The purpose of this paper is to analyze the creative characteristics of the environmental media advertising design, media use methods, explore the relevant design innovation strategy, this strategy is executable,Can create more communication effect of experiential advertising.Specifically, the approach is to combine the information carrier-environmental media and advertising information ontology in innovative ways to better fit with the surrounding environment and interact with the audience.Let them have a deeper contact with advertising and subversive experience.The emphasis of this design strategy lies in the choice and utilization of environmental media, innovative visual expression and experience output to the audience.Finally, combined with the above theoretical research results for practical design.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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