新媒体视域中交互艺术与广告领域的结合  

The Combination of Interactive Art and Advertising in the New Media Horizon

作　　者：张硕 张渊[1] Zhang Shuo;Zhang Yuan(School of Art and Design Dalian Polytechnic University,Dalian 116034,China)

机构地区：[1]大连工业大学艺术设计学院,辽宁大连116034

出　　处：《艺术与设计（理论版）》2024年第9期91-93,共3页Art and Design

基　　金：大连工业大学社科联重点课题《新媒体时代下美好生活中的艺术疗愈研究》;大连市社科联重点课题《“健康大连”建设中的艺术疗愈研究》课题编号2023dlskzd371。

摘　　要：随着新媒体技术的迅猛发展和普及,交互艺术作为一种新兴的艺术形式,正逐渐改变着人们的审美体验和认知方式。在新媒体视域下,交互艺术与广告领域的结合,不仅为交互艺术提供了更广阔的发展空间,也为广告效果的提升带来了前所未有的可能性。文章概述了新媒体视域下交互广告的优势和特点,探讨了交互艺术与广告融合的方式和效果,并通过具体案例分析了交互艺术在广告实践中的应用。最后,文章总结了交互艺术与广告融合的发展趋势。With the rapid development and popularization of new media technology,interactive art,as a new art form,is gradually changing people's aesthetic experience and cognition.From the perspective of new media,the combination of interactive art and advertising not only provides a broader space for the development of interactive art,but also brings unprecedented possibilities for the improvement of advertising effects.This paper summarizes the advantages and characteristics of interactive advertising from the perspective of new media,discusses the ways and effects of the integration of interactive art and advertising,and analyzes the application of interactive art in advertising practice through specific cases.Finally,this paper summarizes the development trend of the integration of interactive art and advertising.

关 键 词：新媒体 交互艺术 交互广告 沉浸式 多感官设计 

分 类 号：J0-05[艺术—艺术理论]