网络广告的互动性应用探讨

Discussion on the Interactive Application of Network Advertisement

本文主要对网络广告互动性应用方面的问题进行分析和探讨。网络广告在视听感知和控制操作上具有动态、交互的特点,所涵盖的内容既专业又广泛。网络广告的互动性正改变着现有的广告传播方式,也决定了受众的关注和参与程度,进而影响网络广告传播的效果,最终对网络广告设计的互动应用要素产生深刻的影响。

This paper studies the interactive nature of internet advertisement and its applications. Internet advertisement is characterized by dynamic, interactive communication through visual and acoustical signs and manipulation methods which is capable of conveying professional and wide-ranged contents. The interactive nature of internet advertisement has been bringing significant changes into advertising industry and affecting the participation and manipulation of the recipients, who in turn determine the effect of the advertising scheme and influence the pursuit of the interactivity in internet advertisement design.