广告创意论文广告创意新媒体环境互动体验参与性.docVIP

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, today’s advertising design is gradually shaking off the traditional framework limitations. In the new media environment, today’s expressing forms of advertising design are becoming more and more diversity, such as game embedded advertisements, rich media advertisements, virtual interact