基于移动终端的交互式商业广告设计传播研究

Interactive Commercial Advertisement Design Communication Based on Mobile Terminal

中文关键词: 移动终端  交互式  商业广告  广告传播

英文关键词: mobile terminal  interactive  commercial advertising  advertisement communicationt

中文摘要:

      目的 根据国内外交互式商业广告的发展现状，从理论研究以及市场表现两个方面进行分析与总结。方法 深入分析了国内外交互式商业广告的发展现状，梳理出现阶段国内基于移动终端的交互式商业广告在传播理念、设计表现、技术制作三个方面存在的问题及不足。结论 基于移动终端的交互式商业广告现有的交互设计表现以及交互效果，结合现代传播理念和人们的使用习惯，从交互的形式表现及设计方法两个方面，对如何能更便捷、更有效地传播交互式商业广告的内容，进行了深入思考。

英文摘要:

      The work aims to analyze and summarize the commercial interactive advertisements at home and abroad from the perspective of theoretical research and market performance, according to their development status. The development status of domestic and overseas commercial interactive advertisement was deeply analyzed, and the problems and shortcomings of domestic mobile terminal-based interactive commercial advertisements at the current stage in three aspects like communication concept, design performance and technology production were sorted out. Based on the existing interaction design performance and interaction effects of commercial advertisements in mobile terminals, combined with modern communication concepts and people's usage habits, an in-depth thinking has been carried out on how to more conveniently and effectively disseminate the contents of commercial interactive advertisements from the perspective of interaction form expression and design methods.