我国商业类网页广告的互动创意设计探究
发布时间：2018-10-29 22:38
【摘要】：随着社会信息技术的飞速发展,互联网以极强的信息渗透力贯穿人们生活的各个领域。网络作为新兴的媒体逐渐展露出超越传统传播媒介的优势并为企业带来更多广告宣传的商机。商业类网页广告作为当今网络广告中极为重要的一种传播形式,近年来以其独特的互动创意设计受到来自广告主与消费者等各方的关注和青睐。 互动创意设计思维指导下的商业类网页广告突出广告主与受众之间对广告信息传播的控制权的分享,强调了在广告信息传播过程中关注消费者的各种需求和良好的以人为本的用户体验设计。互动思维同时也指导设计师对广告效果要本着负责任的态度,及时关注并更新用户反馈。互动创意的萌发激发了互动设计技术的不断发展,而且信息技术的提高,也为创意想法的实施提供了可能。 本文通过对商业类网页广告的互动创意设计的探究,寻找互动创意设计思维与实现方法的内在规律,为提高具有新颖互动形式的网络广告的创意力、促进产品与服务的传播力、激发用户的高度参与性、创造更高的经济价值提供有益的借鉴,力求为消费者带来更加灵活有趣的用户体验,促进我国商业类网页广告的互动风格的形成。文章阐述了互动创意设计对商业类网页广告的积极作用与重要因素,对网络广告的发展与分类进行分析,指出商业类网页广告的优势,以及互动创意思维为商业类网页广告带来的附加值。同时通过对国内外现状分析,寻找我国互动创意设计遵循的原则与设计方法,通过案例分析论述商业类网页广告互动创意设计的技术支持,并对互动网页设计的未来发展趋势做出一定的分析,最终达到对网页广告设计具有一定指导意义的目的。
[Abstract]:With the rapid development of social information technology, the Internet runs through every field of people's life with strong information penetration. As a new medium, the Internet has gradually revealed its advantages over the traditional media and brought more advertising opportunities to enterprises. As one of the most important forms of communication in today's online advertising, commercial web ads have attracted attention and favor from advertisers and consumers for their unique interactive creative design in recent years. Under the guidance of interactive creative design thinking, commercial web ads highlight the sharing of control over the spread of advertising information between advertisers and audiences. It emphasizes that attention should be paid to the needs of consumers in the process of advertising information dissemination and a good people-oriented user experience design. Interactive thinking also instructs designers to pay attention to and update user feedback on advertising effects in a responsible manner. The germination of interactive creativity has inspired the continuous development of interactive design technology, and the improvement of information technology also provides the possibility for the implementation of creative ideas. By exploring the interactive creative design of commercial web ads, this paper seeks the internal law of the interactive creative design thinking and realization method, in order to improve the creative power of the network advertising with novel interactive forms and promote the dissemination of products and services. To stimulate the high participation of users, to create higher economic value to provide useful reference, to bring more flexible and interesting user experience for consumers, to promote the formation of interactive style of commercial web ads in China. This paper expounds the positive effect and important factors of interactive creative design on commercial web page advertisement, analyzes the development and classification of network advertisement, and points out the advantages of commercial web page advertisement. And interactive creative thinking for commercial web ads bring added value. At the same time, through the analysis of the current situation at home and abroad, to find out the principles and design methods of interactive creative design in China, and to discuss the technical support of interactive creative design of commercial web ads through case analysis. And the future development trend of interactive web page design is analyzed to achieve the purpose of guiding the web page advertising design.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J52;F713.8
本文编号：2299038
[Abstract]:With the rapid development of social information technology, the Internet runs through every field of people's life with strong information penetration. As a new medium, the Internet has gradually revealed its advantages over the traditional media and brought more advertising opportunities to enterprises. As one of the most important forms of communication in today's online advertising, commercial web ads have attracted attention and favor from advertisers and consumers for their unique interactive creative design in recent years. Under the guidance of interactive creative design thinking, commercial web ads highlight the sharing of control over the spread of advertising information between advertisers and audiences. It emphasizes that attention should be paid to the needs of consumers in the process of advertising information dissemination and a good people-oriented user experience design. Interactive thinking also instructs designers to pay attention to and update user feedback on advertising effects in a responsible manner. The germination of interactive creativity has inspired the continuous development of interactive design technology, and the improvement of information technology also provides the possibility for the implementation of creative ideas. By exploring the interactive creative design of commercial web ads, this paper seeks the internal law of the interactive creative design thinking and realization method, in order to improve the creative power of the network advertising with novel interactive forms and promote the dissemination of products and services. To stimulate the high participation of users, to create higher economic value to provide useful reference, to bring more flexible and interesting user experience for consumers, to promote the formation of interactive style of commercial web ads in China. This paper expounds the positive effect and important factors of interactive creative design on commercial web page advertisement, analyzes the development and classification of network advertisement, and points out the advantages of commercial web page advertisement. And interactive creative thinking for commercial web ads bring added value. At the same time, through the analysis of the current situation at home and abroad, to find out the principles and design methods of interactive creative design in China, and to discuss the technical support of interactive creative design of commercial web ads through case analysis. And the future development trend of interactive web page design is analyzed to achieve the purpose of guiding the web page advertising design.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J52;F713.8
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，本文编号：2299038
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