分众传播—环境广告媒体的开发与视觉传达设计

发布时间：2018-05-16 00:33

  本文选题：分众传播 + 环境广告　； 参考：《清华大学》2005年硕士论文

【摘要】： 随着消费者生活模式的改变,市场的逐渐成熟,传统营销依赖的传统媒体越来越多地表现出它的不足和劣势:电视频道增多,纸制媒体版面增加,媒体时效的大大缩短,现代社会过多的信息压力,已经超过了人们注意力的负荷,引发了“注意力匮乏”的问题,传统媒体为企业创造价值的能力也越来越小。当每个媒体的视听观众越来越少时,就意味着每个消费者或潜在消费者所接触的媒体越来越多。媒介组织必须根据社会不同特征群体选择特定媒介,为其进行的信息生产和传播活动,专家称这种传播模式为分众传播。 在分众传播时代,不仅仅要注重媒介整合。传统广告经营模式对广告媒介有这样的评述,“广告承载信息,媒介承载广告”。当前,我们对媒介应该有崭新的认识,媒介不仅是使广告信息的载体,媒介本身就应当成为广告信息不可分割的一部分。在选择媒体进行广告投放是不应仅仅注意媒体的覆盖面,更应关注媒体与产品和品牌重度消费人群的接触深度。本文对户外媒介、室内媒介的概念归纳为环境广告媒介的概念。环境广告明确分众的特性、较高的到达率、良好的性价比、灵活的表现形式等优势逐渐被广大广告主和广告代理公司所认同,并进入了飞速的增长期。如何合理的进行环境广告媒介的开发,如何更好的进行环境广告的视觉传达设计,有重要的现实意义。 本文分三个层次进行论述: 首先,从传播学的角度,分析广告视觉传达和大众传播的紧密关系,进而论证从大众传播到分众传播的媒体“变革”的当前媒介前提下,广告信息必须通过创造性的开发和利用环境媒介,才能成功的抓住目标受众的注意力资源,达到成功传达的效果。 然后,通过分析环境广告的属性和特点及环境媒介与其他大众媒介的区别,指出环境广告的优势和价值。 最终,文章从中国广告视觉传达的实际状况出发,选择北京地区环境广告为例,以点代面,通过国际间大量案例的横向比较和深入细致的分析,结合广告视觉传达理论,描绘环境广告关联环状模型,总结分众传播时代环境广告媒介开发和视觉传达设计的方法。
[Abstract]:With the change of consumer's life mode and the maturity of the market, the traditional media which rely on traditional marketing more and more show its shortcomings and disadvantages: the increase of TV channels, the increase of paper media layout, the shortening of media limitation. Too much information pressure in modern society has already exceeded the attention burden of people, which has caused the problem of "lack of attention", and the ability of traditional media to create value for enterprises is becoming smaller and smaller. When each medium has fewer audiovisual audience, it means that every consumer or potential consumer has more and more media contact. Media organizations must select specific media according to different characteristic groups of society and carry out information production and dissemination activities for them. Experts call this mode of communication focus communication. In the age of mass communication, we should not only pay attention to media integration. Traditional advertising management mode has such a comment on advertising media, "advertising carrying information, media carrying advertising." At present, we should have a new understanding of the media, media is not only the carrier of advertising information, the media itself should become an integral part of advertising information. In choosing media for advertising, we should not only pay attention to the coverage of the media, but also pay attention to the depth of contact between the media and the heavy consumers of products and brands. The concept of outdoor media and indoor media is summed up as the concept of environmental advertising media. The advantages of environmental advertising, such as clear focus, high arrival rate, good performance-price ratio and flexible expression form, are gradually recognized by advertisers and advertising agencies, and they have entered a period of rapid growth. How to develop environmental advertising media reasonably and how to better design the visual communication of environmental advertising has important practical significance. This paper is divided into three levels: First of all, from the perspective of communication, this paper analyzes the close relationship between advertising visual communication and mass communication, and then demonstrates the current media "transformation" from mass communication to mass communication. Only through the creative development and use of environmental media can advertising information grasp the attention resources of the target audience and achieve the effect of successful communication. Then, by analyzing the attributes and characteristics of environmental advertising and the differences between environmental media and other mass media, the advantages and value of environmental advertising are pointed out. Finally, starting from the actual situation of Chinese advertising visual communication, this paper chooses Beijing area environmental advertisement as an example, takes the point instead of the plane, through the horizontal comparison of a large number of international cases and thorough and meticulous analysis, combines the advertising visual communication theory. This paper describes the environmental advertising association ring model and summarizes the methods of environmental advertising media development and visual communication design in the era of focus communication.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：J524.3

【引证文献】

中国硕士学位论文全文数据库 前6条

1 王荣;基于环境因素的户外广告创新设计及其应用研究[D];陕西科技大学;2011年

2 胡娉娉;体验时代下的环境媒体广告设计研究[D];上海交通大学;2010年

3 李晶;新广告媒体环境下广告受众行为研究[D];苏州大学;2008年

4 万义;分众商务楼宇视频广告的“视觉”机制[D];华东师范大学;2008年

5 陆洋;数字媒体广告对受众的影响研究[D];哈尔滨师范大学;2012年

6 宋淑美;基于环境媒介的公益广告媒介研究[D];山东大学;2012年

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本文编号：1894655