新媒体环境下的交互广告设计研究

Design of Interactive Advertising in the New Media Environment

中文关键词: 新媒体  交互广告  传统广告

英文关键词: new media  interactive advertising  traditional advertising

中文摘要:

      目的 分析新媒体环境下的交互广告的应用现状与交互体验特点，以及相对于传统广告的优势，展望交互广告的发展前景。 方法 分析了交互广告的特点，通过案例举证、分析了交互广告的用户体验特点。 结论 在过去的十多年中，以互联网、移动通信和电子科技等技术为支撑的新媒体以其独特的姿态走进人们的生活，并且对广告行业的发展产生了非常深远的影响。新媒体环境下的交互广告也正凭借它与生俱来的优势冲击着传统广告市场，并取得长足发展。

英文摘要:

      It aims to analyze the present condition and interactive experience characteristics of the interactive advertising in the new media environment, as well as the advantages of traditional advertising, looking ahead the development prospect of interactive advertising. It analyzes the characteristics of interactive advertising, the user experience characteristics of interactive advertising through case evidence. In the past ten years, the internet, mobile communications and electronic technology and other technologies as the support of new media, with the unique attitude into people's lives, have a very profound impact on the development of the advertising industry. Interactive advertising is also by virtue of its inherent advantages impact on the traditional advertising market, and achieves the rapid development.