网络广告的视觉传达设计分析-analysis on visual communication design of online advertisement.docxVIP

ii ii ABSTRACT With the rapid development of Internet, Internet advertising has become an important part of human life. Its good price, good speed of spreading, good interaction and timely feedback have made it become a leader in the media. Online advertising is in rapid development, but it is also facing a lot of problems, like the flooding of false or fraudulent information, which result in financial loss and distrust. Lack of aesthetic design is also a defect of a number of online advertisements. Their careless manufacture causes the audience to flee, greatly affecting the future development of the online advertising industry. Starting from the perspective of the Design Arts, the writer has adopted literature studies, comparative analysis, surveys, case studies, and a comprehensive study of research methods. The research is based on existing online advertising visual communication designs, and a large number of investigations as well as the objective exploration of the status of the domestic and international online advertising design. It has pointed out the problems of online advertising which are to be addressed in visual communication design. It has explored the innovation of visual communication performance of online advertising through analyzing the process of visual communication design of online advertising. With visual composition and innovation performance as a starting PAGE PAGE iii point, the writer has explored the innovative design philosophy and the ways of online advertising visual communication design from media characteristics, elements, and audience psychology and so on. Based on the advanced design concepts and successful design cases, the writer has put forward some innovative performances such as the optimal combination, flexible arrangements, reactive Arts and interactive blend of design. It has prospected the development of online advertising visual communication design, making online advertising realizing its economic value as well as b