新媒体广告语境下的信息传播设计研究

发布时间：2018-04-26 11:18

本文选题：新媒体广告 + 信息传播　；参考：《湖南师范大学》2016年硕士论文

【摘要】：新媒体时代下的信息传播发生了巨大的改变,传统媒介下的传者本位已逐渐演变为新媒体时代下的受众本位,传播模式也呈现出相互交融之势。此时的信息传播,传播者的作用早已突破了信息传达的环节,而延伸到了信息传播的全过程。在信息传播中传播者为了使信息更加有效地进行传递通常会对信息进行设计,也就是我们所说的对信息进行有效的编码,而随着传播者作用的延伸只对信息进行有效编码,在新媒体环境下是丝毫不具备竞争力的,只能说是信息内容从传统媒介到新媒体的平行移植。基于此,笔者阐释了信息传播设计的理念,即从信息传播的各个环节入手进行信息的设计,其内涵已远远的超脱了对信息视觉化表现的阶段,包含了信息的传达设计、信息的互动设计与信息的反馈设计。广告作为一种具有强烈目的性的信息传播活动,信息的有效传递是激发受众购买欲望的先决条件,而新媒体时代下的广告活动已不仅仅只关注信息的有效传递,能够在广告传播过程中为受众带来惊喜的互动体验是传播者所追求的。文章基于新媒体广告语境下对信息传播设计进行探讨,即以信息传播设计的理念为切入点对新媒体广告进行一种阐释性理论研究的尝试。信息传播设计的理念来源于新媒体对信息传播的改变,而新媒体广告对信息传播设计的依靠可谓是一种本质的诉求。文章基于信息传播设计的三个方向(信息传达设计、信息互动设计、信息反馈设计)分别论述了新媒体广告对信息传播设计的诉求表现、相关的设计原则、流程及策略,涉及到了新媒体广告传播过程的各个具体的部分,对新媒体广告的理论研究与创新实践具有普遍的指导意义。
[Abstract]:Great changes have taken place in the information dissemination in the new media era, and the traditional media has gradually evolved into the audience standard in the new media era, and the communication mode is also showing a trend of blending with each other. At this time, the role of communicator has already broken through the link of information communication, and extended to the whole process of information dissemination. In order to make the information transmit more effectively, the communicator usually designs the information, that is, the effective coding of the information, but with the extension of the role of the communicator, it only encodes the information effectively. In the new media environment is not competitive, can only be said to be the parallel transplantation of information content from traditional media to new media. Based on this, the author explains the idea of information communication design, that is, the design of information from all aspects of information dissemination, its connotation has far removed from the stage of information visualization performance, including the communication design of information. Interactive design of information and feedback design of information. As a kind of information dissemination activity with strong purpose, the effective transmission of information is the precondition to arouse the audience's desire to buy, but the advertising activity in the new media era has not only paid attention to the effective transmission of information. The interactive experience that can bring surprise to the audience in the process of advertising communication is pursued by communicators. This paper discusses the design of information communication in the context of new media advertising. The idea of information communication design comes from the change of new media to information communication, and the reliance of new media advertisement on information communication design is an essential demand. Based on the three directions of information communication design (information communication design, information interactive design, information feedback design), this paper discusses the demand performance, relevant design principle, process and strategy of new media advertisement to information communication design, respectively. It involves every specific part of the new media advertisement communication process and has universal guiding significance for the theoretical research and innovation practice of the new media advertisement.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524.3

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