数字媒体环境下网络互动广告系统的分析与设计

发布时间：2018-05-12 13:36

本文选题：数字媒体 + 网络广告　；参考：《厦门大学》2013年硕士论文

【摘要】：数字媒体的快速兴起,为人们的相互沟通提供了丰富的传播载体和表现形式,人们的传统生活、学习、工作、生产甚至是思维方式都在被改变。在数字媒体环境下,人们能瞬间收发来自四面八方的信息,所需要的信息也能轻易被找到,人们已经掌握了控制信息的主动权,这使得传统广告“我说你听”的单向传播方式已经很难适应时代的发展,信息很难有效的被消费者所关注。在信息技术浪潮的洗礼中,广告创意的表现形式也逐渐呈现出多元化的趋势,丰富了广告创意的发展,其中,网络广告作为一种重要的传播形式在数字时代发展迅速,也备受商家和消费者的关注和青睐。然而广告创意的快速发展同样也暴露出许多问题,这也迫使广告的设计开始更注重用户的体验和沟通,来吸引人们关注广告内容,数字媒体环境下,艺术与技术的融合,为互动广告的发展实施提供了可能,未来广告能否突破制约的瓶颈,互动技术将是未来广告发展的关键。本文首先对数字媒体、广告创意的相关理论进行说明,并对互动广告的相关理论以及网络互动广告的相关技术进行介绍,为全文论述展开铺垫。其次对网络互动广告的需求进行分析,对互动广告的可行性、功能性需求、非功能性需求、业务流程进行分析详述。再次介绍网络互动广告系统的设计理论和方法,对互动广告的设计原则、设计理念、构架设计、内容设计、界面设计进行说明介绍,并通过案例设计进行佐证。最后对数字媒体环境下的网络互动广告的分析与设计进行总结陈述,反思其存在的不足之处,对网络互动广告未来的发展进行展望,为今后设计研究提供参考。
[Abstract]:The rapid rise of digital media provides rich communication carriers and forms for people to communicate with each other. People's traditional life, study, work, production and even thinking mode are all changed. In the digital media environment, people can send and receive information from all sides in a moment, and the information they need can be easily found. People already have the initiative to control information. This makes the traditional advertising "I say you listen" one-way communication mode has been very difficult to adapt to the development of the times, information is difficult to effectively get the attention of consumers. In the baptism of the tide of information technology, the manifestation of advertising creativity gradually presents a diversified trend, which enriches the development of advertising creativity. Among them, network advertising as an important form of communication develops rapidly in the digital age. Also receives the merchant and the consumer's attention and the favor. However, the rapid development of advertising creativity also exposed many problems, which also forced the design of advertising began to pay more attention to user experience and communication, to attract people to pay attention to advertising content, digital media environment, art and technology integration, It provides the possibility for the development and implementation of interactive advertising. Whether the future advertising can break through the bottleneck of restriction, interactive technology will be the key to the development of future advertising. This paper first explains the related theories of digital media and advertising creativity, and introduces the related theory of interactive advertising and the related technology of network interactive advertising, which lays the groundwork for the full text discussion. Secondly, it analyzes the demand of the network interactive advertisement, analyzes the feasibility, the functional requirement, the non-functional requirement and the business process of the interactive advertisement. Then it introduces the design theory and method of the network interactive advertising system, explains the design principle, design idea, frame design, content design and interface design of the interactive advertising system, and proves it through the case design. Finally, this paper summarizes the analysis and design of network interactive advertising under the digital media environment, reflects on its shortcomings, and looks forward to the future development of network interactive advertising, which provides a reference for future design research.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52

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