动式创意在广告设计中的应用

Application of Interactive Creativity in Advertising Design

中文关键词: 互动式创意  广告设计  宣传效果

英文关键词: interactive creativity  advertising design  publicity effect

中文摘要:

      目的 探究互动式创意在广告设计中的应用。方法 以探究广告设计中的互动式创意方式及应用策略主线，从广告设计中融入互动式创意的理念出发，分析互动式广告设计的特征与基本原则，结合感官式互动、情景式互动、参与式互动、游戏式互动的理论及实例，探讨具体的设计方法和效果。结论 互动式创意能够赋予广告设计多样化的形式与内容，刺激受众的好奇心和参与的积极性，实现与受众的更进一步交流，增强广告设计的宣传效果和商业价值。

英文摘要:

      The paper aims to explore the interactive creativity way and application strategy in advertising design. Interactive creative advertising design was analyzed from its characteristics and basic principles through exploring ways of interactive creativity and application strategies in advertising design and integrating interactive creativity in advertising design, in combination with the sensory interaction, situational interaction, participation theory and examples of interactive games, to discuss design method and the specific effect. Interactive creative design can give the form and content of diversified advertising, stimulate the enthusiasm, curiosity and participation of the audience, achieve further communication with the audience, and enhance the propaganda effect of advertisement design and commercial value.