网络商业广告设计及应用研究

发布时间：2018-04-26 05:20

本文选题：网络商业广告 + 商业广告　；参考：《河北大学》2013年硕士论文

【摘要】：广告主通过各种付费的方式在互联网上发布声音、文字、图像、影像或者动画等视觉元素，使受众接收并能进行交互式操作的一种商业信息传播形式即为网络商业广告设计。随着互联网技术的普及，网络商业广告瞬间成为炙手可热的词汇，并成为最具影响力的广告形式，据统计，无论是发展中国家还是西方国家，网络市场均保持大幅度增长，这使其他行业鞭长莫及。专家预测网络市场在2013年将超过电视媒体，成为媒体中的最大传播主体，其传播速度、传播范围和互动性的优势都是催生网络商业广告发展的重要因素，网络商业广告必将依托这一平台在未来为我们的生活带来翻天覆地的变化。本文从网络商业广告的发展背景研究，分析了网络商业广告在国内与国际发展现状，，研究不同网络商业广告形式的应用特点并结合传统媒体广告进行比对，研究网络商业广告的传播优势。随后从艺术设计的角度分析了网络商业广告在创作中各种视觉元素的运用，分析了不同技巧的运用对受众心理的影响，力求运用良好的设计手法建立起与受众的互动，从而达到信息的充分传播。第三部分从网络商业广告的整体策划角度分析网络商业广告的界面设计与受众的视觉习惯之间的关系，研究设计策略，并从版式设计的角度对个人设计作品进行分析、总结。文章最后从商业角度阐述了网络商业广告在投放中的需要充分考虑到受众感受，并且结合其他媒体资源进行整合，并针对现阶段网络商业广告在投放中出现的一些问题进行分析，对网络商业广告未来的发展趋势进行展望，以期通过自身论述为当前网络商业广告市场、网络商业广告设计提供智力支持。
[Abstract]:Advertisers publish visual elements such as sound, text, image, image or animation on the Internet through various payment methods, so that the audience can receive and interactively operate a form of commercial information dissemination, that is, network commercial advertising design. With the popularity of Internet technology, online commercial advertising has instantly become a hot word and the most influential form of advertising. According to statistics, whether in developing countries or in western countries, the network market has maintained a substantial growth. This leaves other industries out of reach. Experts predict that the Internet market will overtake the television media in 2013 and become the largest main body of communication in the media. The speed of transmission, the scope of communication and the advantages of interactivity are all the important factors that lead to the development of online commercial advertising. Network commercial advertising will rely on this platform in the future for our lives bring earth-shaking changes. Based on the research of the development background of the network commercial advertisement, this paper analyzes the present situation of the development of the network commercial advertisement at home and abroad, studies the application characteristics of different forms of the network commercial advertisement and compares it with the traditional media advertisement. Study the communication advantage of network commercial advertisement. Then it analyzes the application of various visual elements in the creation of network commercial advertisement from the angle of art design, analyzes the influence of different techniques on the audience psychology, and tries to establish the interaction with the audience with good design techniques. In order to achieve the full dissemination of information. The third part analyzes the relationship between the interface design of the network commercial advertisement and the audience's visual habit from the angle of the whole planning of the network commercial advertisement, studies the design strategy, and analyzes and summarizes the personal design works from the angle of the layout design. At the end of the article, the author expounds the need of the network commercial advertisement to take the audience's feeling into account, and combine with other media resources to integrate. According to the analysis of some problems in the current network commercial advertising, the future development trend of the network commercial advertising is prospected, in order to discuss the current network commercial advertising market. Network commercial advertising design provides intellectual support.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

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