商业广告的新媒体利用与设计研究

发布时间：2019-02-12 16:19

【摘要】： 传统媒体广告以报纸、电视、广播等为媒介,信息以大众传媒典型的一对多的方式进行传递,在这种模式下,消费者永远只是广告内容的靶子。然而在媒体日益丰富、互动性更强的今天,这种经典模式被解构。以互联网、手机、户外电子等为代表的新媒体把单向的信息传递变为双向的互动沟通,使一直处于被动的消费者成为广告信息的一部分,并逐渐成为高度的参与者。原来那种对消费者“围攻轰炸”的模式,被“尊重受众需求下的吸引”所取代,体现了一种由“轰炸”到“吸引”的根本性转变,广告从“点击”变为“体验”。新媒体环境下的媒体都是根植于互动性强、反馈迅速的“沟通文化”中的,这使得广告不得不从传统“说服”时代向新兴的“沟通”时代转轨。随着新技术的不断涌现,广告创意不再被传统广告设计的框架所限制,开始由平面及电视走向在线并把发展的重心转移到互动广告上。“媒体成就创意,创意颠覆媒体”,除了设计、制作方面的因素,承载广告创意的媒体也是影响广告发挥的一个重要因素。商业广告的有效传播不仅体现在用户的有效覆盖率上,还体现在对媒体的创意性利用和设计上。新的创意思考,就是要变被动为主动,让消费者走进创意,体验产品,寻找答案。本文的写作,首先对商业广告和新媒体做简要的概述,随后指出在新媒体的发展下传统广告所面临的种种困境以及新媒体的发展对商业广告所产生的影响,从而论证商业广告必须创新性的利用新媒体才能抓住受众的注意力,并有效传达产品信息。其次,通过分析新媒体广告与传统媒体广告之间的区别,指出商业广告的新媒体利用优势。最后,文章探索性的提出相关的对应策略,即定位策略、创意策略、表现策略和传播策略,并辅以世界著名广告节案例加以说明。
[Abstract]:The traditional media advertisement takes the newspaper, the television, the broadcast and so on as the medium, the information carries on the transmission by the mass media typical one-to-many way, in this mode, the consumer is only the advertisement content target forever. However, in the media increasingly rich, more interactive today, this classical model has been deconstructed. The new media, such as Internet, mobile phone, outdoor electronics and so on, turn one-way information transmission into two-way interactive communication, which makes passive consumers become a part of advertising information, and gradually become a high level of participants. The original pattern of "besieging and bombing" consumers is replaced by "attraction under the respect of the needs of the audience", which embodies a fundamental change from "bombing" to "attracting", and advertising changes from "click" to "experience". The media under the new media environment are rooted in the "communication culture" with strong interaction and rapid feedback, which makes advertising have to change from the traditional "persuasion" era to the emerging "communication" era. With the continuous emergence of new technologies, advertising creativity is no longer limited by the traditional framework of advertising design, and began to move from plane and television to online and focus on the development of interactive advertising. "Media achieves creativity, creativity subverts the media," in addition to design and production factors, advertising creative media is also an important factor affecting the display of advertising. The effective communication of commercial advertising is not only reflected in the effective coverage of users, but also in the creative use and design of media. New creative thinking, is to be passive to active, let consumers into creativity, experience products, find answers. In this paper, we first give a brief overview of commercial advertising and new media, and then point out the difficulties faced by traditional advertising under the development of new media and the influence of the development of new media on commercial advertising. So commercial advertising must use new media innovatively in order to catch the attention of the audience and effectively convey the product information. Secondly, by analyzing the difference between new media advertisement and traditional media advertisement, the paper points out the advantage of new media in commercial advertisement. Finally, the paper puts forward some corresponding strategies, such as positioning strategy, creative strategy, performance strategy and communication strategy, and explains them with a case study of the world famous advertising festival.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206-F;F713.8

【引证文献】