触屏交互性设计在APP广告中的运用研究——以IKEA Place为例  

Research on the Application of Touch Screen Interaction Design in APP Advertising——Taking IKEA Place as an example

作　　者：项玉环 周韧[1] XIANG Yu-huan;ZHOU Ren(Film-Television and Communication College,Shanghai Normal University,Shanghai 200234)

机构地区：[1]上海师范大学影视传媒学院,上海200234

出　　处：《长沙航空职业技术学院学报》2020年第4期99-103,共5页Journal of Changsha Aeronautical Vocational and Technical College

摘　　要：信息时代的到来,新技术、新产品的开发与利用改变了企业的竞争格局,广告的信息传递模式发生变化。传统广告对消费者的单向传播具有机械性和被动性,没有揭示人类社会传播的双向和互动性质。而电子商务和网络技术的发展,为广告传播提供了新的技术手段--触屏交互性设计。以IKEA Place这款APP为例,对其触屏交互性设计体现和问题进行分析,提出APP广告中触屏交互性设计运用的改进对策,并进一步对APP广告中触屏交互性设计的发展趋势进行思考。With the advent of the information age,the development and utilization of new technologies and products has changed the competitive landscape of enterprises,and the information transmission model of advertising has changed.Most of traditional advertising stays in one-way communication to consumers.This kind of communication is mechanical and passive.It does not reveal the two-way and interactive nature of human social communication.The development of e-commerce and network technology has provided a new technology platform for advertising dissemination-touch screen interactive design.Taking the IKEA Place APP as an example,the paper analyzes the manifestations and problems of its interactive design on touch screens,proposes improvements on the application of interactive design of touch screens in APP advertisements,and further considers the development trend of touch screen interaction design in APP advertising.

关 键 词：触屏交互性设计 APP广告 IKEA Place 

分 类 号：G20[文化科学—传播学]