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互动广告是伴随消费形态改变,依托新技术与新媒体,整合营销策略所呈现的一种广告发展新趋势。在广告设计中注入情感因素,改变受众接受信息的环境与途径,为消费者创造更多的话语权,实现广告信息与消费者的双向沟通。本文试图从情感的驱动、空间的跨维以及媒体的选择与投放,探索互动理念在广告设计中的实施策略,对于互动理念在广告设计中的运用具有实际意义。
Interactive advertising is accompanied by changes in consumer patterns, relying on new technologies and new media, integrated marketing strategy presented by a new trend of advertising development. In the advertising design into emotional factors, changing the audience to accept the information environment and ways to create more voice for consumers, advertising information and consumers to achieve two-way communication. This paper attempts to explore the implementation of interactive concept in advertising design from the perspective of emotional motivation, spatial dimension and media selection and delivery, which has practical significance for the application of interactive concept in advertising design.