新媒体技术下的网络广告创意表现  

Online advertising creative expression under new media technology

作　　者：郭九毓 汤晓山[1] 

机构地区：[1]广西艺术学院影视与传媒学院,广西南宁530022

出　　处：《西安电子科技大学学报（社会科学版）》2014年第1期61-65,共5页Journal of Xidian University：Social Science Edition

摘　　要：新媒体是移动互联网时代新的大众媒介手段,依托网络技术革命广泛地影响人们的生活活动,具有全新的传媒特点。本文分析了从Web1.0到Web3.0互联网技术的广告创意表现,论述了依托技术创新导致的广告传媒的变化,提出了新媒体技术下如何有效的实施品牌广告创意表现,对于广告创意研究和创意设计有参考意义。New media is the new mass media mode in mobile Internet era, which affects people＇s living by relying on a wide range of network technology revolution and has new media features. This paper analyzes the technology of creative performance in Internet advertising from Web 1.0 to Web 3.0, discusses the changes caused by technological innovation and advertising media, and proposes new media technologies on how to implement an effective brand advertising creative expression, which has great reference value for good creative research and creative design.

关 键 词：新媒体 移动互联网 创意 WEB3 0 

分 类 号：J524.3[艺术—艺术设计]