论环境媒体广告的视觉创意策略
发布时间：2018-07-22 11:45
【摘要】：作为一种产业和商业,一种社会制度和文化产物,广告正在目睹并经历媒体中和世界上的无数风云变化。广告关注民众个体的幻想,与其他机制紧密结合,大力营造现今社会的主流意向、公众焦虑等。世界及广告永不停息的变化将使广告设计的研究比以往更具有交叉性、综合性和挑战性。这也要求理论界不仅要更新广告和广告设计研究的方法,而且要能够明察发展趋势,甚至走在更前列,在一定程度上作出准确的的判断,以期得出更多对广告业发展有指导意义的研究。 在新的时代环境下,新兴媒体广告带来更多崭新的信息传播方式给人们以思想的颠覆。在网络之前,不会有人想到广告可以如此肆意的和受众互动;在分众之前,不会有人想到信息传播可以这么精准的划分;在环境媒体广告兴盛之前,不会有人想到广告可以幻化成如此丰富的面孔,可以成为生活中快乐的发现,可以和创意走得这么近。 环境媒体广告越来越成为人们喜闻乐见的广告形式,它的设计和创意方式告诉我们,媒体不仅是广告信息的载体,媒体本身就应当成为广告信息不可分割的一部分。媒体可以被设计,可以被创意,这颠覆了我们一贯对设计和传播、媒体和广告割裂的认识,它建立起一种更广泛也更完整的,存在于联系和创造之中的广告设计观念。环境媒体广告的创新在无形之中为品牌和产品提升了美誉度和偏好度,达到积极的传播效果,并为受众营造一种良好的广告氛围,让生活充满惊喜和发现。通过对环境媒体广告的研究,广告的创意之路拓宽了,今后广告的存在就有无限可能,这无疑对于受众、客户、设计师、广告业而言,都是具有划时代意义的。 本文从环境媒体广告本身出发,探讨它的概念、归属问题,研究其存在的大环境和出现的必然性,继而探索它的价值和优势,在对其有一定认识的基础上,旁征博引,广泛研究环境媒体广告创意设计的形式和策略,并对其缺陷形成清醒的认识,探索性的提出弥补措施,以期为其良好的发展,提供行之有效的理论参考。
[Abstract]:As an industry and business, a social system and a product of culture, advertising is witnessing and experiencing numerous changes in the media and in the world. Advertising pays close attention to the individual fantasy of the public, closely combines with other mechanisms, and makes great efforts to create the mainstream intention, public anxiety and so on. The ever-changing world and advertising will make the study of advertising design more intersecting, comprehensive and challenging than ever before. This also requires the theoretical circle not only to update the methods of advertising and advertising design research, but also to be able to discern the trend of development, or even to be in the forefront, to make accurate judgments to a certain extent. In order to obtain more research on the development of advertising industry has guiding significance. Under the new era environment, the new media advertisement brings more brand-new information dissemination way to the people with the thought subversion. Before the Internet, no one would think that advertising could interact so wantonly with the audience; before the focus, no one would think that the dissemination of information could be divided so precisely; before environmental media advertising flourished, No one would think that advertising could become such a rich face, a happy discovery in life, and so close to creativity. Environmental media advertising is becoming more and more popular advertising form, its design and creative way tells us that media is not only the carrier of advertising information, but also the media itself should become an integral part of advertising information. The media can be designed, can be creative, which overturns our consistent understanding of design and communication, media and advertising fragmentation, it builds up a broader and more complete, connected and creative concept of advertising design. The innovation of environmental media advertisement promotes reputation and preference for brands and products, achieves positive communication effect, creates a good advertising atmosphere for the audience, and makes life full of surprises and discoveries. Through the study of environmental media advertising, the creative road of advertising has been broadened, and the future existence of advertising will have unlimited possibilities, which is undoubtedly of epoch-making significance to the audience, customers, designers, advertising industry. Starting from the environmental media advertising itself, this paper discusses its concept, attribution, the existence of its environment and the inevitability of its emergence, and then explores its value and advantages. This paper studies extensively the forms and strategies of creative design of environmental media advertising, and gives a clear understanding of its defects and puts forward some remedial measures in order to provide an effective theoretical reference for its good development.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
本文编号：2137349
[Abstract]:As an industry and business, a social system and a product of culture, advertising is witnessing and experiencing numerous changes in the media and in the world. Advertising pays close attention to the individual fantasy of the public, closely combines with other mechanisms, and makes great efforts to create the mainstream intention, public anxiety and so on. The ever-changing world and advertising will make the study of advertising design more intersecting, comprehensive and challenging than ever before. This also requires the theoretical circle not only to update the methods of advertising and advertising design research, but also to be able to discern the trend of development, or even to be in the forefront, to make accurate judgments to a certain extent. In order to obtain more research on the development of advertising industry has guiding significance. Under the new era environment, the new media advertisement brings more brand-new information dissemination way to the people with the thought subversion. Before the Internet, no one would think that advertising could interact so wantonly with the audience; before the focus, no one would think that the dissemination of information could be divided so precisely; before environmental media advertising flourished, No one would think that advertising could become such a rich face, a happy discovery in life, and so close to creativity. Environmental media advertising is becoming more and more popular advertising form, its design and creative way tells us that media is not only the carrier of advertising information, but also the media itself should become an integral part of advertising information. The media can be designed, can be creative, which overturns our consistent understanding of design and communication, media and advertising fragmentation, it builds up a broader and more complete, connected and creative concept of advertising design. The innovation of environmental media advertisement promotes reputation and preference for brands and products, achieves positive communication effect, creates a good advertising atmosphere for the audience, and makes life full of surprises and discoveries. Through the study of environmental media advertising, the creative road of advertising has been broadened, and the future existence of advertising will have unlimited possibilities, which is undoubtedly of epoch-making significance to the audience, customers, designers, advertising industry. Starting from the environmental media advertising itself, this paper discusses its concept, attribution, the existence of its environment and the inevitability of its emergence, and then explores its value and advantages. This paper studies extensively the forms and strategies of creative design of environmental media advertising, and gives a clear understanding of its defects and puts forward some remedial measures in order to provide an effective theoretical reference for its good development.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
【参考文献】
相关期刊论文 前1条
1 胡文财;;解密环境媒体的创意法则[J];中国广告;2009年04期
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