论环境媒体在互动型广告中的应用与展望

Application and Prospect of Environmental Media in Interactive Advertising

中文关键词: 互动型广告  环境媒体  互动行为  城市文化

英文关键词: interactive advertising  environment media  interactive behavior  city culture

中文摘要:

      目的 对互动型广告和环境媒体之间的关系进行分析。方法 以互动型广告为研究基础， 从主观、 行为和结果3个方面将环境媒体进行了分类， 根据互动行为与多个设计实例分析了环境媒体的设计应用并加以论证。同时， 从文化发展水平与信息发布成本的角度探讨了环境媒体的发展前景， 进一步表现出在城市经济与文化的发展过程中， 充分发挥环境媒体的优势有助于社会可持续性的和谐发展。结论 通过分析环境媒体在现代广告中所处的地位与作用， 体现出环境媒体与互动型广告结合的必然性及其应用的发展空间。

英文摘要:

      It analyzed the relationship between interactive advertising and media environment. Using interactive advertising as the research foundation， three aspects such as subjective， behavior and results of environmental media are classified according to interactive behavior and multiple design case， it analyzed the design application and demonstration of environmental media. At the same time，it discussed the development prospect of environmental media from the development level and information culture publishing cost point of view， further demonstrated in the process of development of urban economy and culture in the harmonious development of environment， give full play to the advantage of the media contribute to social sustainability. Through the analysis of the status and role of environmental media in modern advertising， it reflected the necessity of environmental media and interactive advertising combined with the development of space and its application.