摘要
目的研究互动性平面广告的设计方式。方法以文献法、比较分析法、案例分析法为具体研究方法,从文案、视觉、形式和情景4个方面,归纳平面广告设计语言互动性的类别与处理方法。结论互动性的平面广告设计能够使受众参与其中,从广告的互动体验中获得乐趣,不仅有效弥补了传统广告单方面传播能力不足的窘状,而且还提高了受众对商品或品牌的关注度。
It aims to study the design approach of interactive print advertising. Combined with literature, comparative analysis, case analysis, it summarizes the categories and approach of graphic design language interaction from copywrit- ing, visual, forms and scenarios. Interactive print advertising can allow audience to participate, have fun interactive expe- rience from advertising, not only effectively compensate for the lack of traditional advertising unilateral ability, but also improve the audience's attention on the brand or product.
出处
《包装工程》
CAS
CSCD
北大核心
2016年第24期229-233,共5页
Packaging Engineering
关键词
广告
平面设计
互动性
Advertising
graphic design
interaction