基于感性工学的旗帜广告设计优化

发布时间：2018-05-25 10:38

本文选题：感性工学 + 旗帜广告　；参考：《东北大学》2011年硕士论文

【摘要】：随着网络广告在网络应用中的推广,网络广告的传播效果越来越引起重视。一则广告能否引起消费者的注意,能否达到预期的传播效果,是每位广告主都十分关注的重要问题。广告效果评价正是帮助广告主决定其广告投资是否值得的一个主要途径。在广告效果评价中,传播效果是广告效果的核心,是经济效果的基础,而广告设计效果是影响传播效果及广告预期效果的关键因素。本文将用于研究产品造型与人的意象认知的设计支持技术“感性工学”应用于旗帜广告,主要原因是目前的广告设计大多是基于设计人员对广告效应的理解,很少从广告浏览者角度来分析和设计。这样一来,也就缺少了感觉特性的评价和识别方法,以及如何将用户的感觉特性需求融入广告设计的方法。本文结合感性工学方法对网络旗帜广告设计效果进行理论分析与实验研究,研究影响旗帜广告感知评价的关键设计变量,以及不同设计变量参数取值及其组合对广告感觉特性评价的关系。在网络搜索和专家咨询的基础上,通过归纳典型样本的基础数据,确定了旗帜广告造型设计要素包含的项目和类别,依照设计需求利用Flash软件设计出了38款旗帜广告原型。运用多维尺度分析与聚类分析挑选出10款代表性模型,并结合选取出的代表性意象词对,建立用户对旗帜广告感觉特性评价量表,然后通过相关系数分析、因子分析、项目分析独立样本T检验及量表的信度、效度检验对量表的准确性进行了验证。在此基础上,利用神经网络和回归理论构建起意象和用户偏好与潜在需求因子模型,利用数量化I类构建起设计变量与意象和用户偏好的模型,并完成模型验证。最后,通过遗传算法得到近似最优解。利用软件针对近似最优解构建了旗帜广告设计原型,并完成了优化模型验证。该研究将从感性工学角度提供网络广告设计的指导原则和设计方法,对人因工程有关的设计理论是有益的补充,具有重要的科学意义。对网络广告设计实践而言,将提高网络广告设计水平和广告传播效果,有实际应用价值和广泛的应用前景。
[Abstract]:With the promotion of network advertising in the network application, the effect of Internet advertising is becoming more and more important. Whether an advertisement can arouse the attention of the consumers and achieve the expected effect is an important issue for every advertiser. The evaluation of advertising effect is to help advertisers decide whether their advertising investment is worth it. In the evaluation of advertising effect, the effect of communication is the core of the effect of advertising and the basis of economic effect, and the effect of advertising design is the key factor affecting the effect of communication and the expected effect of advertising.
This article will be used to study the design support technology of product modeling and human image cognition, the application of "Kansei Engineering" to banner advertising. The main reason is that the current advertising design is mostly based on the designer's understanding of the advertising effect, and is seldom analyzed and designed from the angle of the advertisement viewer. Price and recognition methods, and how to integrate user's sensory characteristics into advertising design.
In this paper, the effect of Kansei Engineering on the design effect of the banner advertisement is theoretically and experimentally studied, and the key design variables that affect the perception and evaluation of banner advertising are studied, and the relationship between the values of different design variables and their combination on the evaluation of advertising sensation characteristics is also studied.
On the basis of network search and expert consultation, by summarizing the basic data of typical samples, the items and categories of the banner advertising design elements are determined. According to the design requirements, 38 types of banner advertising prototype are designed by using Flash software, and 10 representative models are selected by multidimensional scale analysis and clustering analysis. The representative image words are taken out, and the user's evaluation scale of the banner advertising sensation is set up. Then through the correlation coefficient analysis, factor analysis, the reliability of the independent sample T test and the scale is analyzed by the project. The validity of the validity test is verified by the validity test. On this basis, the image and the users are constructed by using the neural network and the regression theory. The model of preference and potential demand factor is used to construct the model of design variables and image and user preferences by quantified I classes, and the model verification is completed. Finally, the approximate optimal solution is obtained by genetic algorithm. The prototype of banner advertising design is constructed by using the software for the approximate optimal solution, and the optimization model is verified.
The research will provide the guiding principles and design methods of network advertising design from the perspective of Kansei engineering. It is a useful supplement to the design theory related to engineering and has important scientific significance. For the design practice of network advertising, it will improve the design level of network advertising and the effect of advertising communication, and it has practical application value and extensive application. Prospects.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

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