网络广告的互动表现形式与创意

发布时间：2018-04-29 00:27

本文选题：网络广告 + 互动　；参考：《湖北美术学院》2011年硕士论文

【摘要】：作为继报纸、杂志、电视、广播之后的第五大媒体--互联网,目前正以前所未有的速度在世界范围内积极发展和普及,随着互联网的普及、信息化时代的到来,世界变得越来越小。信息化的进程正不断的推动电子商务的发展,改变了传统的商业模式,商品被放在互联网上进行销售,网络广告应运而生成为消费者从网络上了解体验产品与服务的有效途径。互联网广告与传统媒体广告相比,虽然有很多优势,但是由于一些不可忽视又难以解决的问题,导致目前网络广告的投放率比较高但广告效果并不是很理想的尴尬局面。本论文主要是对网络广告的互动表现形式与创意的研究,并基于这两种基本元素的本源探索,分析不同产业的优秀网络广告,从而找到改变网络广告现状的办法。本论文的研究将包括两个层次:一是网络广告在中国广告发展中的意义,包括在广告产业发展中选择网络的必然性与可行性,概括的阐述网络广告的内容与形式之间的关系,引出“一个高性价比的网络广告必定是最佳创意与理想技术的完美结合”这一说法并进行简单的分析与概述;二是有趣味的互动形式在网络广告中的运用,选择技术与创意在网络广告中完美结合富有艺术感的优秀广告,进行较为深入与具体的研究。后者对比前者来说是一种扩展。主要应用的研究方法包括:实例研究法与资料研究法。实例研究法。本论文将主要通过对大量优秀网络广告作品的收集与整理来对研究对象进行了解,并对不同国家的网络广告作品进行实际案例的分析和研究;资料研究法。本论文会收集大量关于网络交互广告的表现形式与创意的资料与素材进行图文形式的描述。
[Abstract]:As the fifth largest media after newspapers, magazines, television and radio, the Internet is developing and popularizing at an unprecedented speed worldwide. With the popularity of the Internet and the advent of the information age, The world is getting smaller and smaller. The process of information is constantly promoting the development of electronic commerce, changing the traditional business model, goods are sold on the Internet, network advertising emerged as an effective way for consumers to understand the products and services from the network. Compared with traditional media advertising, Internet advertising has many advantages, but due to some problems that can not be ignored and difficult to solve, it leads to the embarrassing situation that the rate of online advertising is relatively high, but the advertising effect is not ideal. This paper mainly studies the interactive form and creativity of network advertisement, and based on the original exploration of these two basic elements, analyzes the excellent network advertisement of different industries, and finds the way to change the present situation of network advertisement. The research of this thesis will include two levels: first, the significance of network advertising in the development of Chinese advertising, including the necessity and feasibility of choosing network in the development of advertising industry, and the relationship between the content and form of network advertising. This paper draws out the saying that "a high performance and price ratio online advertisement must be the perfect combination of the best idea and ideal technology" and makes a simple analysis and summary; second, the use of interesting interactive forms in online advertising. Select technology and creativity in the network advertising perfect combination of artistic sense of excellent advertising, more in-depth and specific research. The latter is an extension to the former. The main applied research methods include: case study method and data research method. Case study. This paper will mainly through the collection and collation of a large number of outstanding online advertising works to understand the research object, and to different countries of the network advertising works of the actual case analysis and research; data research method. This paper will collect a lot of information and materials about the form and originality of interactive advertising on the network to describe the form of graph and text.
【学位授予单位】：湖北美术学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

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