数字化媒体广告创意设计新格局——“宜家”在线营销活动广告获奖案例研究  

作　　者：陈玎玎[1] 胡川妮[2] 

机构地区：[1]广州大学美术与设计学院 [2]广州美术学院

出　　处：《现代广告》2011年第23期106-112,共7页Modern Advertising

摘　　要：2011年的戛纳国际广告节更名为戛纳国际创意节，预示着广告活动不仅追求原有媒体下的创造力，更结合“数字化平台”与“数字化工具”全面介入消费者生活的时代趋势，做出了全新规划。本文以2010年以来，瑞典Foeman＆Bodenfors公司为“宜家”制作的三个营销活动广告作品为例，介绍数字化媒体在广告在线活动中的作用力，了解网络、手机等数字化媒体，如何运用广告所创造的趣味性，吸引大众参与到整个营销活动之中。以此，与中国广告人分享国际广告创意设计新作为，为中国数字化媒体的广告发展添砖加瓦。When the year 2011, Cannes Lions have changed its name from International Advertising Festival to International Festival of Creativity. It indicates that the creative of advertising campaign not only pursuit in the original media, but also pursuit in the digital media. The digital platform and digital tools has fully involved in the life of consumer, that we need the new plan. Since 2010, IKEA have had three award winning cases from the Forsman ＆ Bodenfors Company, Swedish. The article uses these cases introduction how the digital media working in online advertising campaign. Let＇s understand Internet, mobile phone and other digital media, how to attract people using the interesting created by advertising. Then, let the Chinese designer know the new path of advertising, and realize the innovation of digital media. Lead the Chinese digital media advertising development.

关 键 词：数字化媒体 趣味性 消费者参与 

分 类 号：F713.8[经济管理—广告]