以认知叙事为导向的在线广告动态图形设计方法研究  

RESEARCH ON DYNAMIC GRAPHIC DESIGN METHOD FOR ONLINE ADVERTISING GUIDED BY COGNITIVE NARRATIVE

作　　者：吴宛颖 朱琪颖[1] WU WANYING;ZHU QIYING

机构地区：[1]江南大学设计学院

出　　处：《设计》2024年第13期72-75,共4页Design

摘　　要：总结以认知叙事为导向的在线广告动态图形设计方法。以认知叙事学理论为导向,分析在线广告动态图形设计中哪些层面体现了认知叙事学的内容,从视点构建、叙事结构、视觉修辞3个角度切入探讨在线广告动态图形设计时所遵循的设计方法。得出在线广告动态图形设计方法。认知叙事导向的在线广告动态图形可以吸引用户注意力,以更令人难忘的方式传达产品特性或品牌形象,为在线广告动态图形设计提供参考。Summarize the Dynamic Graphic Design Method for Online Advertising Guided by Cognitive Narrative.Guided by the theory of cognitive narratology,this paper analyzes which aspects of dynamic graphic design in online advertising reflect the content of cognitive narratology,and explores the strategies and methods followed in dynamic graphic design of online advertising from three perspectives:viewpoint construction,narrative structure,and visual rhetoric.Obtain dynamic graphic design methods and strategies for online advertising.Cognitive narrative oriented dynamic graphics in online advertising can attract users’attention and convey product characteristics or brand image in a more memorable way,providing reference for the design of dynamic graphics in online advertising.

关 键 词：互联网 认知叙事 在线广告 动态图形 设计方法 

分 类 号：TB472[一般工业技术—工业设计]