广告创意论文广告创意 新媒体环境 互动体验 参与性.doc

广告创意论文：广告创意 新媒体环境 互动体验 参与性【中文摘要】数字技术的发展,引发了传媒市场的巨大变革,以互联网为代表的新媒体的出现与发展引发了广告传播理论与实践的一场大革命。当前,在新媒体环境下,传统广告的创意模式发生了颠覆式的变化,广告创意的流程已经打破传统模式,由具体化、细节化转向框架与整合；广告创意的受众增强了参与性,在与产品/品牌的传播互动中彰显“中心地位”；广告创意的评价标准也由传统注重信息表现的ROI,升级为SPT,即可搜索性(Searchable),可参与性(Participative),可标签化(Tag-able)。随着新的传播技术的不断涌现,广告创意正逐步打破传统广告设计的框架局限。当前,在新媒体环境下,广告创意的表现形式越来越呈现出多元化的趋势,比如,游戏嵌入式广告、富媒体广告、虚拟互动广告等等,它们已成为推动我国产品/品牌广告快速发展的新动力。然而,新媒体广告在快速发展中也暴露出很多问题,由于过度追求创意导致的消费者与产品/品牌的脱离,忽视创意理念导致的广告过度植入等等,正日渐成为阻碍新媒体广告快速发展的屏障。对此,笔者认为,面对日新月异的数字传播技术,广告在发展中应充分重视创意具有吸引力的内容,要能够使广告传播与消费者有效沟通,同时创新广告的表现方式。本文综合运用广告学、传播学、媒介生态学、品牌营销、文化创新等理论,对新媒体环境下的广告创意思想和发展趋势做出了现实分析,并最终预测,在新媒体环境下,广告创意的互动化、娱乐化、整合化和平台化将引领中国广告走向另一个高峰。【英文摘要】The development of digital technology has triggered a huge transformation on media markets. Especially, after the appearance of the new media, being represented by the Internet, the traditional theory and practice of advertisements have experienced a big revolution. At present, in the new media environment, the traditional way of advertising design has also experienced a dramatical change. To illustrate:first, the technological process of advertising design has broken the typical mode-from specific and detail to steering framework and integration; second, the audiences of advertisements have improved their desire of participation, from which they would display their status of advertising communication; third, the evaluating standards of advertising design have upgraded to SPT, namely, searchable, participative, and Tag-able, traditionally, that is ROI which pay more attention to information performance.With the constant appearance of the new communication technology, todays advertising design is gradually shaking off the traditional framework limitations. In the new media environment, todays expressing forms of advertising design are becoming more and more diversity, such as game embedded advertisements, rich media advertisements, virtual interactive advertisements and so on, which have stimulated the rapid development of our countrys product or brand advertising markets. However, as the rapid development of the new media advertisements, there has being more and more problems, such as the separation between the consumers and the relative products/brands due to excessive creativity, the implantation of exorbitant advertisements as a result of ignoring creative concepts, etc., which are impeding the rapid development of the new media advertisements. Therefore, facing the rapidly-changing digital transmission technology, the author holds the view that the designers of the future advertisements should pay more attention to the content feature of touching, shorten the communication distance between the consumers and advertisements, and innovate the expression methods. This research paper comprehensively uses the theories of advertising, communication, media ecology, brand marketing, and cultural innovation to analyze the creative ideas and the developing trends of the advertisements in the new media environment. Finally, the paper predicts that the interacting, entertaining, integrating, and plat forming of the advertising design will lead the development of Chinese advertisements to another peak.【关键词】广告创意 新媒体环境 互动体验 参与性【英文关键词】Advertising design New media environment Interactive experience Participation【目录】新媒体环境下的广告创意研究摘要4-5Abstract5-61 引言9-121.1 选题背景与研究现状91.2 研究方法与论文结构9-101.3 研究意义和预期目标10-111.4 文献综述11-122 新媒体广告创意概述12-192.1 新媒体的内涵12-142.1.1 新媒体的定义12-132.1.2 新媒体的特点13-142.1.3 新媒体的传播模式142.2 新媒体与广告新创意14-162.2.1 新媒体时代,广告传播需要新创意14-152.2.2 新媒体催生了广告新创意15-162.3 新媒体广告创意的多元化表现16-192.3.1 网络媒体创意表现16-172.3.2 媒体创新表现172.3.3 线上与线下整合表现17-193 新媒体时代广告创意的发展历程19-233.1 新媒体广告新创意的初步诞生阶段19-203.2 新媒体广告新创意的全面发展阶段20-233.2.1 互联网广告20-213.2.2 数字电视广告21-223.2.3 移动媒体广告22-234 新媒体时代广告创意的发展现状23-404.1 新媒体的发展促使传统广告创意理念升级23-304.1.1 广告创意的流程-打破传统线性模式,由具体化、细节化转向框架与整合23-244.1.2 广告创意的受众-增强参与性,互动中彰显”中心地位”24-264.1.3 广告创意的评价标准-从ROI(相关性、原创性、震撼性)到SPT(可搜索性、可参与性、可标签化)26-304.2 新媒体时代广告创意发展中存在的问题30-344.2.1 过度追求创意,导致消费者与产品/品牌相脱离30-324.2.2 忽视创意理念,过度植入广告32-334.2.3 实施非法”创意”,侵犯消费者权力33-344.3 新媒体时代广告创意的发展策略34-404.3.1 内容与消费者的有效结合:从营造关注转向编织体验34-354.3.2 创意具有吸引力的内容:从广而告之转向准而告之35-364.3.3 用受众的沟通方式进行沟通:从强迫推发转向诉诸文化36-374.3.4 创新广告表现方式,加强视觉冲击力37-394.3.5 创意媒介选择,一切皆媒体39-405 新媒体时代广告创意发展的新趋势40-475.1 互动化-单向沟通的创意已越来越不能吸引消费者40-415.2 娱乐化-广告变得越来越不像广告41-435.3