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随着社会、经济、技术的快速发展,体验式的生活模式悄然而至,消费者的需求也由于意识形态的改变发生着变化,传统、被动、填鸭式的广告形式已无法满足人们多元化的情感需求,具有交互性的广告能更好的通过多维感官通道的刺激,激发我们的兴趣,满足受众生理、心理、审美乃至情感的需求,从而有效地传播广告的信息。这一切引发了我对互动广告产生了浓厚的兴趣并在实际教学中的应用进行探索,从创作理念上扩展学生的思维,丰富广告的表现形式,体现广告创意的个性化、人性化。
With the rapid development of society, economy and technology, experiential lifestyles quietly come to the fore. As consumers’ needs change due to the change of ideology, traditional, passive, and ad formats can not satisfy people’s diverse needs Emotional needs, interactive advertising can be better through the stimulation of multi-dimensional sensory channels, stimulate our interest to meet the audience’s physical, psychological, aesthetic and even emotional needs, so as to effectively disseminate advertising messages. All of this caused my interest in interactive advertising and explored the application of the actual teaching. From the creative concept, I expanded the students’ thinking, enriched the forms of advertising, and embodied the personalized and humaneness of creative advertising.