广告学毕业论文-移动网络广告的互动设计研究.docxVIP

中国传媒大学本科毕业论文 移动网络广告的互动设计研究 摘 要 近年来，随着移动互联网的迅猛发展，移动网络广告也随之迅速发展，据有关市场研究公司称，这几年的全球移动广告收入增长了一倍多，到2015年，全球的移动广告预计将达到206亿美元。并且随着国内的智能手机的广泛普及以及移动4G的时代的到来，移动网络广告将会成为网络广告中的重要生产力。现今随着互联网技术、硬件的快速发展，传统互联网广告并不能直接套入移动网络广告当中，在移动终端上投放的广告，更加注重视觉表现，以及与受众的交互的体验。因此富媒体互动广告得到了发展，逐渐成熟并得到了充分应用。交互技术应用融入到移动网络广告将变得必不可少，这将给移动互联网广告带来新的格局，交互设计在移动网络广告中越来越重要，成为网络广告中的新秀和未来。 论文将从移动交互广告的特点，现今移动交互广告的表现方式，常见形式，应用现状和实例，这几个方面讲述移动互联网的交互性的重要性。以及在交互设计中的问题以及未来面临的问题和发展方向。 关键词： 移动网络广告；富媒体；视觉表现；交互设计； ABSTRACT In recent years, with the rapid development of mobile Internet, mobile Internet advertising is developing in a high speed as well. According to market research, said the past few years the global mobile advertising revenue more than doubled, to 2015, the global mobile advertising is expected to reach $20.6 billion. While the wide popularity of the domestic smartphone and mobile 4 g era, mobile advertising will become an important productivity in online advertising. Nowadays with the rapid development of Internet technology, hardware, traditional Internet advertising could not set advertising into the mobile network directly. Advertising on the mobile terminal, need to pay more attention to visual representation, and the experience of interaction with the audience. Therefore the development of rich media interactive advertising, gradually mature and has made full application. Interactive technology into the mobile Internet advertising will become necessary, and which will bring new pattern to the mobile Internet advertising. Interaction design is becoming more and more significant in the field of mobile Internet advertising, and it became a rookie and a direction of development in online advertising. The paper will discuss the importance of interactivity of the Internet in several aspects, including advertising expression, common forms, application status and instance, which is based on some features of mobile interactive advertisement, and the problems in designing