移动传媒中的交互式广告设计方法研究  

Research on Interactive Advertising Design Method in Mobile Media

作　　者：周鹏[1] 王鹰汉[1] ZHOU Peng;WANG Yinghan(Shangrao Vocational&Technical College,Shangrao 334109,China)

机构地区：[1]上饶职业技术学院

出　　处：《现代信息科技》2019年第20期176-178,共3页Modern Information Technology

基　　金：江西省教育厅科学技术研究项目：基于移动媒体平台的交互式广告设计创新研究（项目编号：GJJ181450）的研究成果之一

摘　　要：随着移动互联网技术的不断提升,视觉成像手段以及广告设计的技术都在不断地改进,AR、VR等虚拟成像技术被逐渐运用到广告设计当中,形成了交互式的广告设计方式。设计方法不断改进的同时,移动端广告平台在传播效率和范围上产生了极大的跨越,利用移动端便携、高效的特点,向用户传播交互式广告,是商家在广告设计和传播领域必须关注的问题。本研究针对这一问题,深入分析了移动端交互式广告的类别,从受众心理对设计的目标进行了阐释,并从内容设计和视觉设计两个方面提出了移动平台交互式广告的设计方法。With the continuous improvement of mobile internet technology,visual imaging means and advertising design technologies are constantly improving. Virtual imaging technologies such as AR and VR are gradually applied to advertising design,forming an interactive advertising design mode. With the continuous improvement of the design method,the mobile advertising platform has made a great leap in the communication efficiency and scope. It is a problem that businesses must pay attention to in the field of advertising design and communication to spread interactive advertisements to users by taking advantage of the portable and efficient characteristics of mobile terminal. Aiming at this problem,this research deeply analyzes the categories of interactive advertisements on mobile terminals,explains the design objectives from the perspective of audience psychology,and proposes the design methods of interactive advertisements on mobile platforms from the aspects of content design and visual design.

关 键 词：移动传媒 交互式广告 设计方法 

分 类 号：J524.3[艺术—艺术设计]