基于微信平台对交互式平面广告的设计研究

发布时间：2018-07-30 08:02

【摘要】：交互性是所有类型的网络广告的共性,亦是网络广告区别于其他广告的特性。网络广告的交互性体现在于传播对象之间的互动,而多媒体交互式广告泛指以网络媒体为依托,更加积极主动地引起用户行为、产生交流与互动的网络广告形式,这种广告利用多媒体带来的声音、图画、视频、动画等效果,丰富了网络广告的交互形式,通过对交互形式的多样化设计凸显出网络广告交互性的魅力。现如今,智能手机以及应用软件的交互设计愈发趋向成熟,然而交互设计的应用发展并不局限于此。随着智能手机社交类应用软件的不断发展,这些社交类APP及平台已经并不仅仅局限于通讯和交友,更多地成为商业化广告宣传的主要途径。而基于社交APP与社交平台上的广告平面设计,也跳出了静态的呈现方式,而是以更具趣味性、更具视觉效果的动态形式展现给用户。目前,动态交互广告逐渐兴起,成为广告宣传的新形式,本课题的目的是基于微信平台对现有的各种动态交互广告的具体形式进行总结、分析和整合,进而对互动广告的交互设计创新进行突破。
[Abstract]:Interactivity is the commonness of all types of online advertising, and it is also the characteristic of internet advertisement which is different from other advertisements. The interactivity of network advertisement lies in the interaction between the objects of communication, while multimedia interactive advertisement generally refers to the form of network advertisement, which is based on the network media, causes the user's behavior more proactively, and produces the communication and interaction. This kind of advertisement enriches the interactive form of network advertisement by making use of the effect of multimedia, such as sound, picture, video, animation and so on, and highlights the interactivity charm of network advertisement through the diversified design of interactive form. Nowadays, the interaction design of smart phone and application software is becoming more and more mature, but the application of interactive design is not limited to this. With the development of smart phone social application software, these social APP and platform are not only limited to communication and dating, but also become the main way of commercialized advertising. Based on social APP and social platform advertising graphic design, but also out of the static presentation, but more interesting, more visual effect of the dynamic form to show to the user. At present, dynamic interactive advertising is gradually rising, becoming a new form of advertising. The purpose of this topic is to summarize, analyze and integrate the specific forms of dynamic interactive advertising based on WeChat platform. Then the interactive design of interactive advertising innovation breakthrough.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.56;J524.3

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