广告设计之互动创意

The Interactive Originality Of Advertising Design

在激烈的市场竞争中,无论是国际还是国内的企业,都把提高广告设计水平作为提升竞争力的一种手段,广告设计创新显得越来越迫切。本文试图从互动角度来探讨广告设计创意,目的有两个:一个是拓宽广告设计理论的研究空间,预测互动创意作为一种广告设计创新途径的未来发展和可能;第二个目的是为广告设计实践总结和归纳新的思考和创作方法,以拓宽设计实践者的创意思维空间,丰富表现语言。本文通过研究国内外最新的广告设计成功案例,探讨了广告设计之互动创意的途径和方法,期望能对相关设计领域的研究和实践提供参考价值。

With the furious competition,corporations all try to improve their competitive strengths by enhancing advertising design level,the innovation of advertising design is becoming more and more exigent.This thesis attempts to discuss the innovation of advertising design from the point of interactive originality,and has two purposes:the first one is to broaden the space of academic research,and to speculate on the possibility of interactive originality design being innovative approach.The other purpose is to sum up new means to design practice,to broaden thinking space and to increase the expressive measures to designers.The thesis investigates the new and successful cases of advertising design in the global,discusses the routes and methods of the interactive originality, expects to provide referenced value in study and practice to correlative domains of advertising design.