交互性墙面广告的应用探析

发布时间：2018-04-27 13:28

本文选题：交互性 + 交互墙面　；参考：《北京服装学院》2012年硕士论文

【摘要】：近年来,随着新媒介技术的发展,依托于建筑墙面的交互墙面广告正呈现一种蓬勃的发展态势。交互墙面广告提升了传统广告的精确性和影响力,以互动式的体验形式,化“被动”为“主动”,促进了消费者对于广告的主动参与过程。同时病毒营销式的传播方式大大提高了广告的传播效率。从建筑墙面角度,广告内容的介入丰富了墙面信息传播内容。广告主的资金供给使得建筑墙面作为信息传播载体得以可持续性的发展。目前对于交互墙面广告这种新型的广告形式,国内并没有系统化的理论研究,因此本文将从大量案例中系统化总结交互墙面广告的特点及规律,深入探析交互墙面广告的设计方法。文章首先从交互墙面的切入主题,既而分析交互墙面广告的特点,以及对传统广告传播影响。通过研究消费者的认知,情感,行为等决策过程,重点分析以“以消费者为导向”广告互动设计方法。从消费者的触动方式与广告的体验过程两个角度入手,研究交互墙面广告的互动性设计方法及形式。最后总结交互墙面广告设计的发展趋势。交互墙面广告设计中互动性创意的相关理论研究及其实际应用是设计发展创新的需要,但目前尚处在较初级的阶段,还需要进一步系统化地探索和研究。
[Abstract]:In recent years, with the development of new media technology, interactive wall advertising based on building walls is showing a vigorous development trend. Interactive wall advertising promotes the accuracy and influence of traditional advertising. It turns "passive" into "active" in the form of interactive experience, and promotes the process of active participation of consumers in advertising. At the same time, the virus marketing mode of communication has greatly improved the efficiency of advertising dissemination. From the angle of building wall, the intervention of advertising content enriches the content of wall information dissemination. The fund supply of advertisers makes the building wall as a carrier of information dissemination can be sustainable development. At present, there is no systematic theoretical research on interactive wall advertising, so this paper will systematically summarize the characteristics and laws of interactive wall advertising from a large number of cases. Deeply analyze the design method of interactive wall advertisement. This paper analyzes the characteristics of interactive wall advertising and its influence on traditional advertising. Based on the study of consumers' cognition, emotion, behavior and other decision-making processes, this paper focuses on the interactive design method of "consumer-oriented" advertising. In this paper, the interactive design method and form of interactive wall advertising are studied from two aspects: the touch mode of consumers and the experience process of advertising. Finally, the development trend of interactive wall advertising design is summarized. The theoretical research and practical application of interactive creativity in interactive wall advertising design is the need of design development and innovation, but at present, it is still in the primary stage, and needs further systematic exploration and research.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

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