融媒体环境下公益广告的互动性设计策略研究  

Interactive Design Strategy of Public Service Advertisements in Convergence Media Environment

作　　者：邵钰滢 何佳[1] SHAO Yu-ying;HE Jia(College of Art and Design,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学艺术设计学院,南京210037

出　　处：《包装工程》2023年第12期314-320,331,共8页Packaging Engineering

基　　金：江苏高校哲学社会科学研究重大项目:《新媒体融合背景下江苏平面设计产业的跨界转型研究》阶段性成果(2020SJZDA033)。

摘　　要：目的融媒体环境下,公益广告设计呈现出交互性的发展特征,针对融媒体环境下公益广告现有的互动形式,探索出增强公益广告互动性、提高用户参与度的设计策略。方法通过对公益广告的现状分析,归纳出公益广告现存的问题,并结合具有互动性的公益广告创新案例,提出符合融媒体环境的公益广告互动性设计策略。结论融媒体环境下,运用行为互动、共情互动、情境互动是实现公益广告互动性的有效设计途径,互动性设计可以有效实现揭示社会痛点、促进公众情感沟通乃至价值认同等公益广告目标,进而可以扩大公益广告的影响力和覆盖面,实现与社会发展的有机统一,对促进公益广告可持续发展有一定的启发意义。In the convergence media environment,the design of public service advertisements presents the characteristic of interactive development.Aiming at the existing interactive forms of public service advertisements in the convergence media environment,the work aims to explore the design strategy of enhancing the interaction of public service advertisements and enhancing the user participation.Based on the analysis of the current situation of public service advertisements,existing problems of public service advertisements were summed up,and interactive design strategies of public service advertisements were put forward in accordance with the media environment in combination with innovative cases of interactive public service advertisements.In the convergence media environments,the use of behavioral interaction,empathic interaction and situational interaction is an effective design way to realize interaction of public service advertisements.Interactive design can effectively achieve the objectives of public service advertisements such as revealing social pain points,communicating public emotions and even identifying values.Then it can expand the influence and coverage of public service advertisements,realize the organic unity with social development,and have certain enlightening significance for promoting the sustainable development of public service advertisements.

关 键 词：融媒体 公益广告 互动性 设计策略 

分 类 号：F713.8[经济管理—广告] G206[经济管理—产业经济]