平面广告设计语言的互动性分析

Interaction Exploration of Graphic Advertising Design Language

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.