网络广告的互动性研究

发布时间：2018-06-26 03:43

本文选题：网络广告 + 互动性　；参考：《广东工业大学》2013年硕士论文

【摘要】：互动性,作为网络广告的根本特征之一,是网络广告的重要组成部分。随着网络技术的发展和普及,互动性网络广告快速实现了与社会各个领域及人们生活的社会化整合,具备以往各类媒体无法比拟的优势。网络广告的互动性越来越强调用户体验、娱乐以及精准投放的互动营销。广告与消费者形成了“一对一”的互动关系。如何从众多的网络广告中脱颖而出,成为互动性网络广告设计的重中之重。网络广告的互动性要求视觉设计师改变平面的思维方式,运用网络媒体的表现方式完成人机互动的体验方式。设计师如何设计一则给人留下深刻印象的广告,如何使广告勾起受众的购买欲,如何使广告不会扰民,这些问题变得尤为重要。本论文以网络广告的互动性为研究对象,在收集相关资料和阅读大量相关书籍的基础上,以网络广告互动性为主线展开写作。第一章：从研究背景、研究内容、研究意义、研究方法以及国内外研究现状入手,构建了研究的基本框架。第二章：从网络广告互动性的概念、表现形式、发展现状等方面,对网络广告的互动性进行了描述和梳理。第三章：将互动网络广告与传统广告进行对比,探讨了两者之间的优劣及相互关系。第四章：提出互动性网络广告设计应把握的关键环节。第五章：进行互动性网络广告的设计实践。第六章：提出互动性网络广告的发展趋势及未来面临的挑战。本论文的特色与创新点有：1.网络广告的互动性研究目前虽然得到了广泛的关注,但大多是从社会学、传播学、营销学等角度进行分析,从广告学角度分析研究的较少。本论文将互动理念、技术与广告理论相结合,有一定的学科交叉,开拓了视觉传达设计到互动设计的新视角；2.本论文对互动性网络广告的发展现状做了系统的描述,并对其发展前景做了探索和预测,提出了一些方向性的建议；3.总结提出了互动性网络广告设计应把握的关键环节。在设计实践中,采用互动游戏设计,寻找出了互动游戏与产品、品牌的契合点。整合发展是互动性网络广告的必然趋势,互动网络广告设计是以人为本、以用户为中心的设计。设计师应该把握互动性网络广告设计的关键环节,运用网络信息思维进行动态思考,以至设计的互动网络广告能更好地与用户沟通。
[Abstract]:Interactivity, as one of the basic features of network advertising, is an important part of network advertising. With the development and popularization of network technology, interactive online advertising has quickly realized the social integration with various fields of society and people's lives, and has the advantage that all kinds of media can't compare with in the past. The interactivity of network advertisement emphasizes more and more the interactive marketing of user experience, entertainment and precise delivery. Advertising and consumers form a "one-to-one" interaction. How to stand out from the numerous network advertisements and become the most important part of the interactive network advertising design. The interactive nature of online advertising requires visual designers to change the way of thinking in the plane and to use the expression of network media to complete the experience of human-computer interaction. How to design an impressive advertisement, how to make the advertisement arouse the audience's desire to buy, how to make the advertisement do not disturb the public, these questions become especially important. On the basis of collecting relevant materials and reading a lot of relevant books, this thesis takes the interactivity of online advertising as the main line to write. Chapter one: starting with the research background, research content, research significance, research methods and current research situation at home and abroad, the basic framework of the research is constructed. The second chapter describes and combs the interactivity of network advertisement from the concept, form and present situation of network advertisement. Chapter three: compare the interactive online advertising with the traditional advertising, and discuss the advantages and disadvantages of the two and the relationship between them. Chapter four: put forward the key link of interactive network advertisement design. Chapter five: the design practice of interactive online advertising. Chapter VI: the development trend of interactive online advertising and the challenges in the future. The characteristics and innovations of this paper are: 1. 1. Although the interactivity research of network advertisement has received extensive attention at present, most of them are analyzed from the angles of sociology, communication, marketing and so on, but less from the angle of advertising. This paper combines the concept of interaction, technology and advertising theory, has a certain interdisciplinary, opened up a new perspective from visual communication design to interactive design. This paper gives a systematic description of the current situation of interactive online advertising, explores and predicts its development prospects, and puts forward some directional suggestions. This paper summarizes and puts forward the key links in the design of interactive online advertising. In the design practice, the interactive game design is used to find out the fit point between interactive game and product, brand. Integration and development is the inevitable trend of interactive online advertising, interactive network advertising design is people-oriented, user-centered design. Designers should grasp the key link of interactive online advertising design, use network information thinking for dynamic thinking, and even design interactive network advertising can better communicate with users.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP393.09;J524.3

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