人性化设计在交互式网络广告中的应用研究

发布时间：2018-06-06 09:19

本文选题：人性化设计 + 交互式网络广告　；参考：《浙江工商大学》2013年硕士论文

【摘要】：21世纪互联网正经历着深刻的变革,云计算、大数据概念崭露头角,无线网络覆盖率的提高,宣告着数字化生活的到来,新媒体技术下,网络媒体成为继报纸、广播、电视之外的第四大媒体,网络广告日趋的人性化、现代化。新媒体技术在网络广告推广中的运用,使网络广告竞争日趋激烈,需要人性化设计参与其中,满足受众群体的高物质文化需求。交互式网络广告设计改变了传统广告的信息传播方式与表现形式,注重·互动参与、情感体验模式,人性化交互式网络广告设计也可以理解为现代文化语境中的服务型设计,受众成为起点,满足受众的视觉需求、行为习惯、心理特征、情感需求等。因此通过人性化设计对交互式网络广告受众的影响,交互式网络广告对人性化设计理念文化内涵的需求,围绕人的感官体验、购买行为、情感需求来进行视觉元素分析,并根据受众需求提出注重用户体验的人性化设计方法。针对交互式网络广告设计的运用,提出实效性的设计方法,应对交互式网络广告在数字化社会中更高的要求。本文从交互式网络广告受众群体对情感化、多元文化、个性化的需求出发,意在论述怎么样在交互式网络广告中体现出人性化设计,试图总结出基于人性化的交互式网路广告设计较为新颖、完整系统的交互式网络广告研究步骤,为交互式网络广告设计进一步实践打下坚实的基础,并为交互式网络广告设计理论研究提供实践指导意义。
[Abstract]:The Internet is undergoing profound changes in the 21st century, cloud computing, big data concept emerging, wireless network coverage of the rise, announced the arrival of digital life, the new media technology, network media become the newspaper, broadcast, The fourth major media outside TV, network advertisement is increasingly humanized, modernized. The application of new media technology in the promotion of network advertisement makes the competition of network advertisement become more and more fierce, which needs the participation of humanized design to meet the high material and cultural needs of the audience. Interactive network advertising design has changed the traditional advertising information dissemination way and expression form, pays attention to the interactive participation, the emotion experience pattern, the humanized interactive network advertisement design may also be understood as the service type design in the modern cultural context. Audience becomes the starting point to meet the audience's visual needs, behavior habits, psychological characteristics, emotional needs and so on. Therefore, through the impact of humanized design on interactive network advertising audience, interactive network advertising needs the cultural connotation of humanized design concept, and analyzes the visual elements around human sensory experience, purchase behavior and emotional needs. And according to the needs of the audience to put forward a humanistic design method of user experience. Aiming at the application of interactive network advertisement design, this paper puts forward a practical design method to meet the higher demand of interactive network advertisement in digital society. This paper aims to discuss how to embody the humanized design in the interactive network advertisement from the demand of the audience group of interactive network advertisement for emotion, multiculturalism and individuation. This paper attempts to summarize the research steps of interactive web advertising based on humanization, which is relatively novel and complete, which lays a solid foundation for the further practice of interactive web advertising design. It also provides practical guidance for the theoretical research of interactive web advertising design.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

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