媒体的创新性与广告创意研究

Research on the Media and Advertising Creativity

中文关键词: 广告  创意  媒体  体验

英文关键词: advertising  creative  media  experience

中文摘要:

      通过分析广告与媒体的关系，指出广告创意需要充分利用媒体优势才能发挥广告的最大效益。从而提出了媒体的创新性概念，并分析其具有的明显特点。结合经典广告案例来验证、总结了创新性媒体通过其具有的互动性、用户体验及跨媒体性为一个好的广告创意起到事半功倍的作用。

英文摘要:

      Through analysis of the relationship between advertisement and media, it pointed out advertisement creativity could benefit advertisement mostly making use of the media advantages. Thereby it proposed the concept of media creativity, and analyzed its distinct characteristics. Combined with the presented typical cases, it illustrated the innovate media helping advertisement get twice the result with half the effort by implement its interactive, user experience and cross-media feature.