微信H5广告后情感表现类型实证研究  

Empirical Research on the Post-emotional Expression Type of WeChat H5 Advertising

作　　者：常鑫 CHANG Xin(School of Arts and Design,Yanshan University,Hebei Qinhuangdao 066004,China)

机构地区：[1]燕山大学艺术与设计学院,河北秦皇岛066004

出　　处：《包装工程》2023年第2期269-280,共12页Packaging Engineering

基　　金：2022年度燕山大学基础创新科研培育项目“中国乡村广告情感生成机制研究”;教育部人文社会科学研究青年基金项目资助(22YJC760006);2022河北省社会科学基金项目(HB22YS021);2022河北省社会科学发展研究课题(20220303198);2023年河北省重点培育智库(河北省设计创新及产业发展研究中心)成果。

摘　　要：目的构建微信H5广告后情感评价量表及其标准,并通过调查分析验证微信H5广告中具有后情感艺术表现形式的假设。方法首先,界定研究对象为微信H5广告,并对研究设备进行评估和测量;其次,根据抽样方法抽取广告样本,并进行类型化分析;最后,采用定量研究方法,对微信H5广告进行后情感量表调查与评价,并通过数据分析对假设进行验证。结果游戏、测试、生成和视频四种类型的微信H5广告具有后情感化设计形式与特征,研究结果验证了有关微信H5广告中的后情感表现形式的假设,也证实了这种新的后情感表现形式存在于新媒体广告中。结论该方法构建了后情感评价量表及其标准,为微信H5广告的后情感化设计提供了一种可借鉴参考的方法,并建立了新媒体广告设计与后情感之间相互关联的全新视角。The work aims to construct the post-emotional evaluation scale and standard of WeChat H5 advertising,and verify the hypothesis of post-emotional art expression form in WeChat H5 advertising through investigative analysis.Firstly,WeChat H5 advertising was defined as the research object,and the research equipment was evaluated and measured.Secondly,the advertising sample was extracted according to the sampling method,and the type analysis was performed.Finally,quantitative research method was adopted to carry out the post-emotional scale survey and evaluation and verify the hypothesis by data analysis.Four types of WeChat H5 advertising of games,tests,generations,and videos had post-emotional design forms and characteristics.The research results verified the hypothesis of post-emotional expression form in WeChat H5 advertising,which also confirmed the existence of this new post-emotional expression form in new media advertising.The method constructs the post-emotional evaluation scale and standard,which provides a reference method for post-emotional design of WeChat H5 advertising,and establishes a new perspective of the correlation between new media advertising design and post-emotion.

关 键 词：后情感主义 微信H5广告 表现形式 类型 

分 类 号：TB472[一般工业技术—工业设计]