城市体验式公益广告设计研究

Design of Urban Experiential Public Service Advertising

目的以公益广告为研究对象,对传统公益广告的现状进行分析,挖掘VR技术理论在公益广告中创作的可能,找出当下公益广告新的突破点。方法梳理当前公益广告存在的问题,对体验式公益广告的特征进行分析,从体验式广告的本质入手进行研究,找到体验式广告的传播规律以及受众的接受规律。结论深挖体验式广告的互动性及趣味性,通过案例分析,从显性层面提出体验式公益广告的策略和方向,为当今社会公益广告的创作提供参考的依据。

Taking public service advertisements as study object and setting upon its on an analysis of current status of traditional public service advertisements, the present situation of the traditional public service advertisement is analyzed, the possibility of creating the VR technology theory in the public service advertisement is excavated and the new breakthrough point of the present public service advertisement is found out. It makes a summary of existing problems in current public service advertisements, conducts an analysis of experimental public service advertisements and set about a study on the nature of experimental public service advertisements to discover the communication rule of experimental public service advertisements and acceptance rule of their audiences. By delving into interactivity and enjoyment of experimental public service advertisements and case study, it puts forward the strategy and direction for experimental public service advertisements on an overt level and provides reliable references for the creation of public service advertisements in modern society.