【摘要】：作為一種產(chǎn)業(yè)和商業(yè),一種社會(huì)制度和文化產(chǎn)物,廣告正在目睹并經(jīng)歷媒體中和世界上的無(wú)數(shù)風(fēng)云變化。廣告關(guān)注民眾個(gè)體的幻想,與其他機(jī)制緊密結(jié)合,大力營(yíng)造現(xiàn)今社會(huì)的主流意向、公眾焦慮等。世界及廣告永不停息的變化將使廣告設(shè)計(jì)的研究比以往更具有交叉性、綜合性和挑戰(zhàn)性。這也要求理論界不僅要更新廣告和廣告設(shè)計(jì)研究的方法,而且要能夠明察發(fā)展趨勢(shì),甚至走在更前列,在一定程度上作出準(zhǔn)確的的判斷,以期得出更多對(duì)廣告業(yè)發(fā)展有指導(dǎo)意義的研究。 在新的時(shí)代環(huán)境下,新興媒體廣告帶來(lái)更多嶄新的信息傳播方式給人們以思想的顛覆。在網(wǎng)絡(luò)之前,不會(huì)有人想到廣告可以如此肆意的和受眾互動(dòng);在分眾之前,不會(huì)有人想到信息傳播可以這么精準(zhǔn)的劃分;在環(huán)境媒體廣告興盛之前,不會(huì)有人想到廣告可以幻化成如此豐富的面孔,可以成為生活中快樂(lè)的發(fā)現(xiàn),可以和創(chuàng)意走得這么近。 環(huán)境媒體廣告越來(lái)越成為人們喜聞樂(lè)見(jiàn)的廣告形式,它的設(shè)計(jì)和創(chuàng)意方式告訴我們,媒體不僅是廣告信息的載體,媒體本身就應(yīng)當(dāng)成為廣告信息不可分割的一部分。媒體可以被設(shè)計(jì),可以被創(chuàng)意,這顛覆了我們一貫對(duì)設(shè)計(jì)和傳播、媒體和廣告割裂的認(rèn)識(shí),它建立起一種更廣泛也更完整的,存在于聯(lián)系和創(chuàng)造之中的廣告設(shè)計(jì)觀(guān)念。環(huán)境媒體廣告的創(chuàng)新在無(wú)形之中為品牌和產(chǎn)品提升了美譽(yù)度和偏好度,達(dá)到積極的傳播效果,并為受眾營(yíng)造一種良好的廣告氛圍,讓生活充滿(mǎn)驚喜和發(fā)現(xiàn)。通過(guò)對(duì)環(huán)境媒體廣告的研究,廣告的創(chuàng)意之路拓寬了,今后廣告的存在就有無(wú)限可能,這無(wú)疑對(duì)于受眾、客戶(hù)、設(shè)計(jì)師、廣告業(yè)而言,都是具有劃時(shí)代意義的。 本文從環(huán)境媒體廣告本身出發(fā),探討它的概念、歸屬問(wèn)題,研究其存在的大環(huán)境和出現(xiàn)的必然性,繼而探索它的價(jià)值和優(yōu)勢(shì),在對(duì)其有一定認(rèn)識(shí)的基礎(chǔ)上,旁征博引,廣泛研究環(huán)境媒體廣告創(chuàng)意設(shè)計(jì)的形式和策略,并對(duì)其缺陷形成清醒的認(rèn)識(shí),探索性的提出彌補(bǔ)措施,以期為其良好的發(fā)展,提供行之有效的理論參考。
[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.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 胡文財(cái);;解密環(huán)境媒體的創(chuàng)意法則[J];中國(guó)廣告;2009年04期

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本文編號(hào)：2137349