网络广告的创意设计研究

The creativity of on-line advertisement design

网络广告创意设计须发挥网络广告交互性特点,以提供广告信息服务为根本出发点,颠覆传统广告灌输信息之弊端.创意应以添加游戏性和娱乐化为特色,以联动的立体化广告形式组合为重要手段,通过一对一、多对一的窄告传播方式,对用户进行感官和情感双重作用的体验,实现广告对品牌形象和产品促销宣传效果最优化.

A creative on-line advertisement design should take advantage of the characteristics of interac-tiveness,and fulfill the fundamental goal of broadcasting information and service,so that the limitation of the information delivery of traditional advertising approach can be avoided.Creative design should in-clude entertainment and multi-media content,with the dimensional form of advertising as an important means of combined linkage,Through one to one and many to one advertising dissemination,the dual role of sensory and emotional experience for users are employed,to achieve the effect optimization for brand image and product promotion.