论文标题:互联网广告与品牌塑造
论文作者
论文导师 仲星明;张抒,论文学位 硕士,论文专业 设计艺术学
论文单位 南京艺术学院,点击次数 142,论文页数 25页File Size2953K
2006-04-01论文网 http://www.lw23.com/lunwen_455396992/
Internet Advertising;; Brand Building;; Brand image;; Interactivity
网络媒体在短短数年间已经迅速成长为继传统四大媒体之后的第五大媒体，互联网广告投放的市场份额也在逐年增加。在这个广告信息泛滥的环境中，品牌塑造成为互联网广告有效传播的关键。在利用互联网广告进行品牌塑造过程中，视觉设计部分是不可忽视的，色彩、图形、版式设计等各个方面都在品牌塑造过程中有着各自的地位和作用，也对消费者的心理、情感有着不同程度的影响。除此之外，互联例广告与传统媒体广告相比的最大优势在于网络媒体带来的互动性传播特点，互联网广告的互动性设计使其表现形式和创意空间都得以拓展。在进行互联网广告设计时，只有品牌形象、视觉设计以及互动性设计多个层面相互结合，才能使广告效果最优化，塑造成功品牌。
In these years, Intemet has rapidly grown up to be the fifth mass media running after the traditional four media. Intemet advertising market share is also increasing year by year. In such an environment full of advertising information, brand shaping is the key to effective dissemination of Intemet advertising. In the process of brand building using Internet advertising, the visual design is indispensable, in which colors, graphics, and layout have their own respective positions and roles, making varying degree of impacts on consumers" psychology and emotion. In comparison to the traditional media advertising, the superiority of Intemet advertising lies in its interactivity. The interactive design has expanded its manifestations and space of originality. During the Internet advertising design, only through the multiple facets combination of brand image, visual design and interactive design, can we achieve the optimal effects of advertising and building successful brands.
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