新时代下的体验式互动广告设计  

Experiential Interactive Advertising Design in the New Era

作　　者：李洋 LI Yang(Zhoukou Normal University,Zhoukou 466001,China)

机构地区：[1]周口师范学院,河南周口466001

出　　处：《鞋类工艺与设计》2023年第9期39-41,共3页SHOES TECHNOLOGY AND DESIGN

摘　　要：随着新时代的来临,受众越来越渴望获得体验,这就给了体验式互动广告的发展注入了蓬勃朝气,其不仅强调多元化还强调受众接受信息的体验性与独特性。可以预见的是,体验式互动广告的到来注定对设计领域会形成巨大的影响和冲击,其中最重要的就是设计思维的变革⸺设计与受众的相融并济、相得益彰。不仅如此,它更使受众从单方面、浅层次的被动信息接受方变为彼此行为之间的互动方,进而主动地获取要传达的信息,这是一个以人为本的、个性化的、有趣的体验过程。体验式互动广告的设计初衷则通过激发受众思想、激起好奇心从而达到长久印象,最终达到购买行为,这种新形式并不是意味传统广告无法立足,相反这种彼此补充的共生形式则为广告的发展提供了长久动力。With the advent of the new era,audiences are increasingly eager to gain experience,which has injected vigor into the development of experiential interactive advertising.It not only emphasizes diversity,but also emphasizes the experiential and unique nature of the audience's acceptance of information.It can be predicted that the arrival of experiential interactive advertising is bound to have a huge impact and impact on the design field,and the most important one is the transformation of design thinking-the integration and complementarity of design and the audience.Not only that,but also it makes the audience change from a unilateral and shallow passive information receiver to an interactive party between their actions,and then actively acquire the information to be conveyed.This is a people-oriented,personalized,and interesting experience process.The original intention of the design of experiential interactive advertising is to stimulate the audience's thoughts and curiosity to achieve a long-term impression,and ultimately achieve purchasing behavior.This new form does not mean that traditional advertising cannot be based,but rather,this complementary symbiotic form provides a long-term impetus for the development of advertising.

关 键 词：体验式 互动广告 设计 未来发展 

分 类 号：G206[文化科学—传播学]