论中国互联网商业广告视觉传达的特点

发布时间：2018-06-05 02:05

本文选题：中国互联网 + 商业广告　；参考：《苏州大学》2010年硕士论文

【摘要】： 随着中国互联网产业的不断发展以及计算机技术的持续创新,互联网商业广告已为广大网民所熟知。现如今,它不仅是众多网站维系生存与发展的盈利手段,而且也是人们获取日常信息的重要途径。在中国,互联网商业广告是一种崭新的媒体广告形式,它是由先进技术与中国文化相互融合而产生的。相较其他类型广告而言,中国互联网商业广告有着其特有的视觉传达特点。随着互联网媒体影响力的日益扩大,我们探究其商业广告视觉传达的特点就有了一定的必要性。中国互联网商业广告视觉传达特点形成及影响的因素主要有技术因素和文化因素两个方面,本文对视觉传达特点的分析也是主要分为这两个部分加以论述的。由技术因素决定的视觉传达特点包括:交互性与时空无限性、针对性与时效性、强烈感官性等,这部分是由相关的传播理论知识加以分析的。由文化因素决定的视觉传达特点包括:中国汉字、传统图形、民族色彩等,这部分是由相关的符号理论知识加以阐述的。与此同时,通过互联网商业广告与其他类型广告视觉传达特点的相互对比,我们进一步了解了以上特点,并熟知了互联网商业广告视觉传达的商业化特征。上述结论共同组成了中国互联网商业广告视觉传达的特点。在媒体形式多元化发展的今天,互联网新媒体产业发展迅猛,它在视觉传达方面表现出了诸多优势与不足。在总结中国互联网商业广告视觉传达特点的基础上,广告设计及相关运作也可以得到一定的帮助。我相信,随着互联网新媒体产业在中国的蓬勃发展,这一新兴广告形式必将更好地服务于广大人民群众。
[Abstract]:With the continuous development of China's Internet industry and the continuous innovation of computer technology, Internet commercial advertising has been well known to the majority of Internet users. Nowadays, it is not only a profitable means for many websites to survive and develop, but also an important way for people to obtain daily information. In China, Internet advertising is a new form of media advertising, which is produced by the combination of advanced technology and Chinese culture. Compared with other types of advertising, Chinese Internet advertising has its unique visual communication characteristics. With the increasing influence of Internet media, it is necessary for us to explore the characteristics of visual communication in commercial advertisements. The characteristics of visual communication in Chinese Internet commercial advertisements are mainly formed and influenced by two aspects: technical factors and cultural factors. The analysis of the characteristics of visual communication in this paper is mainly divided into these two parts to discuss. The characteristics of visual communication determined by technical factors include: interactivity and infinity of time and space, pertinence and timeliness, strong sensuality and so on, which is analyzed by relevant theoretical knowledge of communication. The characteristics of visual communication determined by cultural factors include: Chinese characters, traditional graphics, national colors and so on, which are explained by the relevant theoretical knowledge of symbols. At the same time, through the comparison between Internet commercial advertisement and other types of advertising visual communication characteristics, we further understand the above characteristics, and know the commercial characteristics of Internet commercial advertising visual communication. These conclusions together constitute the characteristics of visual communication in Chinese Internet commercial advertising. With the diversified development of media, the Internet new media industry is developing rapidly, which shows many advantages and disadvantages in visual communication. On the basis of summarizing the characteristics of visual communication in Chinese Internet commercial advertising, advertising design and related operation can also be helped. I believe that with the vigorous development of the Internet new media industry in China, this new form of advertising will serve the masses better.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524.3

【参考文献】