互动广告的“情景”特征研究

发布时间：2018-07-07 11:35

本文选题：情景 + 互动广告　；参考：《西安美术学院》2011年硕士论文

【摘要】：广告,是一种说服性的武器,是一种说服性的艺术。广告产生至今,已经深深地影响到了我们的生活。而创意则是广告的灵魂。随着技术的迅猛发展和体验时代的到来,消费者的认知需求也发生了变化,创意更加注重受众的精神层面的需求。传统的广告宣传效果越来越有限,已经很难满足新时代对广告的要求。与受众产生交流已经成为现代广告设计的追求目标。“情景”互动式广告就是这样一种传播信息的广告形式,使受众在接收信息时充满新鲜感、趣味性、互动性。作为一种传统意义上的广告形式创新,使我们对这种互动式广告产生了浓厚的兴趣并进行探索。本论文从网络互动广告之外的“情景”互动广告出发,打破传统的广告形式和静态的、强迫的、单向的传播状况,实现广告互动传播,更加强调受众参与,包括视错觉在内各种体验心理和感觉的重要性。由于广告传播的情境发生了变化,旧的传播方式显出疲态,广告的创意则凸显出它的作用。而其中,“人性化”成为设计的中心亮点,这种“人性化”是实实在在的,在广告制作和表现形式上,受众可以完全体验到的,能满足受众的生理需求、心理需求、消费需求和审美需求。只有最大限度的符合受众的需求特点的广告创意才是最“人性化的”。 “融情入景”的互动广告可以让受众更加立体、多角度的接受信息。让创意更加具有立体感,让广告诉求更加具有穿透力。
[Abstract]:Advertising is a weapon of persuasion and an art of persuasion. Up to now, advertising has deeply affected our lives. Creativity is the soul of advertising. With the rapid development of technology and the arrival of the experience era, the cognitive needs of consumers have also changed, and creativity pays more attention to the spiritual needs of the audience. The traditional advertising effect is more and more limited, it is very difficult to meet the requirements of the new era of advertising. Communication with the audience has become the goal of modern advertising design. "scene" interactive advertising is such a form of advertising to spread information, so that the audience when receiving information is full of fresh, interesting, interactive. As a traditional form of advertising innovation, we have a strong interest in this interactive advertising and explore. This thesis starts from the "scene" interactive advertisement outside the network interactive advertisement, breaks the traditional advertising form and the static, forced, unidirectional communication condition, realizes the advertisement interactive communication, emphasizes the audience participation more. The importance of experiencing psychology and feeling, including visual illusions. Because the situation of advertising communication has changed, the old mode of communication shows fatigue, and the creativity of advertisement highlights its function. Among them, "humanization" has become the central highlight of the design. This "humanization" is real. In advertising production and form of expression, the audience can fully experience, can meet the physiological and psychological needs of the audience. Consumer demand and aesthetic demand. Only to the greatest extent in line with the needs of the audience characteristics of advertising creativity is the most "humanized." The interactive advertisement can make the audience receive information more stereoscopic and multi-angle. So that creativity has a more three-dimensional sense, so that advertising appeals more penetrating.
【学位授予单位】：西安美术学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3;F713.8

【引证文献】