富媒体广告中虚拟角色传播效果提升策略研究

发布时间：2018-10-26 07:09

【摘要】：富媒体广告凭借其交互技术优势及独具表现力的呈现方式受到了越来越多商家的青睐,越来越频繁的出现于受众日常所能接触到的网页中;虚拟角色因其精美的造型、个性特质及技术上的便利性,在电影、动画等媒介中产生了巨大的影响力,赢得非常多受众的喜爱。本文的目的就是要对虚拟角色在富媒体广告中所起到的传播效果进行论述,对其在传播过程中起到的优势及不足之处进行深入研究,最终给出提升传播效果的策略。本文首先对课题的背景、意义、国内外研究现状进行了分析,综合整理了广告与虚拟角色关系的研究现状、富媒体广告与虚拟角色关系的研究现状和虚拟角色设计制作及传播效果的研究现状。其次,本文在广泛搜集含有虚拟角色富媒体广告案例的基础上,对富媒体广告中虚拟角色的造型设计、个性及台词设定、虚拟角色制作技术、取材来源、功能进行了总结,明晰了富媒体广告中虚拟角色的自身特点及可实现的效果。再次,本文结合大量的案例和调查问卷,分析了受众对富媒体广告中虚拟角色在视听、心理、临场、互动方面的感知情况,归纳出富媒体广告中虚拟角色在传播过程中呈现出来的优势和不足。之后,根据传播特性的分析结果,有针对性的从传播的宏观和微观角度提出提升策略,在造型定位、设计、制作、关联性、传播手法、营销策略、互动体验、发展战略等具体的提升方式上给出了建议。在本文的最后,作者根据提出的建议和策略,设计了一种新形式的三维虚拟角色远程交互系统,对传播效果的提升程度起到验证作用。本文旨在挖掘虚拟角色在富媒体广告中的巨大潜力,提升虚拟角色在其中自身传播效果的同时就是在提升广告的宣传效果和影响力,所以本课题研究虚拟角色在富媒体广告中的传播效果的提升策略——主要让“身体”更自主、自由的融入到虚拟环境中实现拟社会互动。本研究期望能够对广告商和制作人员起到一定程度上的理论借鉴作用,新模式方案的提出希望能对富媒体广告业者在虚拟角色功能的开发和利用中起到启示作用。
[Abstract]:Rich media advertising with its interactive technology advantages and unique presentation way by more and more merchants favor, more and more frequently appear in the audience can contact the daily page; Because of its exquisite shape, personality and technical convenience, the virtual character has a great influence in the media such as film, animation and so on, and has won the love of many audiences. The purpose of this paper is to discuss the communication effect of the virtual character in the rich media advertising, to study the advantages and disadvantages of the virtual character in the process of communication, and finally to give the strategy of improving the communication effect. First of all, this paper analyzes the background, significance, research status at home and abroad, and summarizes the research status of the relationship between advertising and virtual role. The research status of the relationship between rich media advertisement and virtual role and the research of virtual character design and communication effect. Secondly, based on the extensive collection of advertising cases involving virtual characters, this paper summarizes the modeling design, personality and line setting, virtual role production technology, material source and function of rich media advertising. It clarifies the characteristics of virtual characters in rich media advertisement and its realizable effects. Thirdly, based on a large number of cases and questionnaires, this paper analyzes the perception of the virtual characters in the rich media advertising in the aspects of audiovisual, psychological, on-the-spot and interactive. The advantages and disadvantages of virtual characters in rich media advertising are summarized. After that, according to the analysis results of the communication characteristics, we put forward the promotion strategy from the macro and micro angle of communication, in the modeling positioning, design, production, relevance, communication techniques, marketing strategy, interactive experience. Development strategy and other specific ways of promotion are proposed. At the end of this paper, according to the suggestions and strategies, the author designs a new 3D virtual role remote interaction system, which can be used to verify the improvement of communication effect. The purpose of this paper is to tap the great potential of the virtual characters in the rich media advertising, and to enhance the communication effect of the virtual characters in the media, and at the same time to promote the advertising effect and influence. Therefore, this paper studies the strategies to improve the communication effect of virtual characters in rich media advertising, which mainly makes "body" more autonomous and freely integrated into the virtual environment to realize quasi-social interaction. The purpose of this study is to provide some theoretical reference to advertisers and producers, and to propose a new model that can enlighten the rich media advertisers in the development and utilization of virtual role functions.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G206.2;F713.8

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