论网络广告的创意设计策略

THE THEORY OF NETWORK ADVERTISING CREATIVE DESIGN STRATEGY

21世纪是网络经济时代,随着传播技术的更新和信息生产的海量化,广告也突破了以往传统的传播方式,开始向网络媒体发展。网络广告因其传播迅速,互动性强,受到商家的广泛称誉。本文以目前中国广告业面临着缺乏自主知识产权创新的大时代环境为背景,通过部分案例分析网络广告创意遵循的原则,探讨网络广告的创意策略。在互联网广告中,创意是制胜的砝码,也是吸引受众注意力的关键。

Twenty-first Century is the era of network economy, with the dissemination of technology updates and mass production of information, advertising has also broken through the traditional mode of transmission, the development of the network media. Because of the rapid spread of Internet advertising, interactive, widely admired by merchants. This paper to China＇s advertising industry is faced with a lack of independent intellectual property rights, innovation era environment as the background, through case analysis of network advertising creative follow the principle to explore the creative strategy in advertising network. In the Internet advertising, creativity is the winning weight, but also the key to attract the attention of the audience.