基于HTML5技术的广告优势与设计研究

发布时间：2018-05-11 02:03

本文选题：HTML5 + 广告　；参考：《河北大学》2017年硕士论文

【摘要】：HTML5是超文本标记语言的第五个标准规范,HTML5技术包括HTML、CSS3和JavaScript的整套技术。HTML5技术应用范围十分广泛,基于HTML5技术的广告启动时间短、无需安装插件即可实现本地存储、多媒体应用等多种功能。近年来,HTML5技术逐渐运用到广告,给广告业带来新的生命。基于HTML5技术的广告借助移动社交媒体平台在短时间内火速传播。HTML5广告的飞速发展,笔者认为主要是由于HTML5广告具备互动类型丰富、多媒体形式融合以及个性化实现等三大优势。本文通过文献分析梳理了HTML5技术的特性、HTML5广告的历史与发展现状以及分类,进而通过比较分析总结出基于HTML5技术的广告优势,基于三大优势,通过个案分析认为HTML5广告设计主要表现在交互性设计、沉浸设计与个性化设计等三个方面。通过大量的案例分析,总结出HTML5广告设计各自存在的问题并通过案例分析提出相应的解决对策。基于交互性设计笔者提出要创新交互性设计形式,紧贴目标受众真实需求;沉浸效果设计需要注意简化形式注重内容,提升正面情绪体验;个性化设计则要从创意思路挖掘设计方式,提升受众定位分析。结合以上研究,笔者总结出HTML5广告设计原则即以受众为中心原则、创新设计方式原则、内容优先原则。最后,为了使以后的HTML5广告设计更加规范,笔者提出了HTML5广告设计的总体思路,并根据这些思路从广告目标、受众分析、创意构思、设计制作、技术实现等方面,通过实践设计进行验证,进而证明广告设计思路的正确性。希望对未来HTML5广告设计的操作与发展能够提供一些有用的建议。
[Abstract]:HTML5 is the fifth standard specification of Hypertext markup language (HTML5). HTML5 includes HTML CSS3 and JavaScript. HTML5 technology has a wide range of applications. Advertising based on HTML5 technology has a short time to start up, so that local storage can be realized without installing plug-in. Multimedia applications and other functions. In recent years, HTML5 technology has been gradually applied to advertising, bringing new life to advertising industry. Advertising based on HTML5 technology with the help of mobile social media platform in a short period of time the rapid spread of .HTML5 advertising rapid development, the author believes that the main HTML5 advertising has three advantages, such as rich interactive types, multimedia integration and personalized implementation. This paper combs the characteristics of HTML5 technology and the history, development status and classification of HTML5 advertising through literature analysis, and then through comparative analysis summarizes the advertising advantages based on HTML5 technology, based on three major advantages. Through case study, it is concluded that HTML5 advertising design is mainly reflected in three aspects: interactive design, immersive design and individualized design. Through a large number of case studies, this paper summarizes the problems existing in the design of HTML5 advertisements and puts forward the corresponding solutions through the case analysis. Based on the interactive design, the author proposes to innovate the interactive design form, to keep up with the real needs of the target audience, to pay attention to the simplified form and to enhance the positive emotional experience. Individualized design should mine the design method from the creative thinking and promote the audience orientation analysis. Combined with the above research, the author summarizes the principles of HTML5 advertising design, that is, the principle of audience as the center, the principle of innovative design methods and the principle of content priority. Finally, in order to make the future HTML5 advertising design more standardized, the author put forward the overall ideas of HTML5 advertising design, and according to these ideas from advertising objectives, audience analysis, creative ideas, design and production, technology implementation, etc. Through practical design to verify, and then prove the correctness of the idea of advertising design. Hope to provide some useful suggestions for the operation and development of HTML5 advertising design in the future.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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