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ID:31983732
大小:6.59 MB
页数:51页
时间:2019-01-30
《“游戏”理论视角下网络互动性广告创意的研究》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、AbstractAsanimportanttheorytoexploretheOriginofArts,the”game”isconsideredtobethenatureofhumanandoneoftheoldestwaystocommunicate.Withthedevelopmentofeconomyandpropagationenvironmentcomplexity,Audiencesaregettinghigherandhigherrequirementsfortheadvertisingcreative,creativityisnotonlytofollow”scie
2、ntific”or”rules”,butalsopaymoreattentiontounderstandingandobservingtheinstinctofaman.Therefore,thetheoreticalstudyofadvertisingcreativebegantoreturn,Wingtofindoutabreakthroughfromthemostprimitiveofhumanactivity;inthissense,the”game”theoryhasanaturalassociatedwithadvertisingcreative.Asarapidgrow
3、thandnewformsofadvertising,networkinteractiveadvertisingtocompletetheinformationcommunicationthroughinteractwiththeaudience,audiences’outreachactivitiesarechanged,whichmakesthenetworkinteractiveadvertisingshowingmanycreativedifferencesfromthetraditionaladvertising,inthissense,the”game”theoryasa
4、startingpointtoexplorethecreativeofnetworkinteractiveadvertisingandthenexplorethenewtrendofadvertisingcreativeinthecontextofthenewmediaenvironmenthasagreatpracticalsignificance.Inthispaper,networkinteractiveadvertisingastheobjectofstudy.Throughlargeamountsoftextcollectionandanalysis,combinedwit
5、hthe”game’’theoryasresearchbackground,thepapertrytOfindoutnewtrendsorfeaturesaboutthenetworkinteractiveadvertising’Screativeconcept,creativeexpression,creativecommunicationandSOon,withthenewcontextofaudiencesactivitiesandcommunicationenvironment.Firstly.thepapersortouttheWesternclassical”game”t
6、heoryandextractthecharacteristicsofthe”game”,andthenfromstartofcreative,thepapertryidentifyingtherelationshipbetween”game”andcreative;Onthebasisofresearchonthenetworkinteractiveadvertising,thepaperfindoutthenetworkinteractiveadvertisingcreative’S”game”feature:Creativeestablish”rules”.freedomand
7、joy,stimulate”game”symbol,groupsemotionsandthegamemeans;Finally,combinationtheresultsoftheaudiencesurvey,thepaperexplorethenetworkinteractiveadvertisingcreativefeatures,andthenfoundthenewtrendofinteractiveadvertisingcreativeinnewt
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