论网络广告设计中的语义表达

Semantic Representation of Online Advertising Design

目的通过了解平面广告与网络广告的差异性,研究网络广告设计中的语义表达。方法分析网络广告的文化环境、表现形式和服务对象,研究其语义的表达特征及存在的特殊性。结合网络环境中的案例,论述网络广告设计对网络广告语义的影响和重要性,进而分析广告图形与文字版式的设计关系及作用。结论提出优化广告设计质量务必提升设计者对生活的感知和文化素质;在有限的技术范围内应高效利用新媒体的跨界合作,以及合理运用设计在特殊广告环境中的语义表达。

Objective To research the semantic representation in internet advertisement design through analyzing the difference of print advertisement and internet advertisement. Methods It analyzed the cultural environment, presentation form and service object of internet advertisement, and research the presentation characteristics and existence particularity of semantics.Combined with actual case in internet environment, it elaborated the influence and importance of advertisement design to semantics of internet advertisement, analyzed the relation and effect of design in advertisement graphic and text type. Conclusion It put forward the idea that it must raise the designer＇ s training in life sensation and cultural quality to optimize the quality of advertisement design at the same time.Using new media efficiently in limited technical scope for crossover cooperation, and using the semantic representation of design in special advertisement environment reasonably.