新媒体视角下视频广告设计研究

Research on design of video advertisement from perspective of new media

文章旨在对新媒体视角下视频广告设计问题进行探究,并通过提出相应策略优化视频广告的设计。首先对新媒体视角下视频广告的特征进行探究,而后通过文献调研方案对视频广告的研究现状进行梳理,并总结当下所存在的主要问题,最后基于新媒体视角对视频广告的设计提出五项策略,包括提升视频广告的视听体验、完善视频广告的交互形式、凸显视频广告的主体信息、提高视频广告的创意表达、增加视频广告的情感体验。

The purpose of this article is to investigate the design of video advertisements from the perspective 0 new media and to optimize the design of video advertisements by pro posing corresponding strategies.The article firstly explores the characteristics of video advertisements from the perspective of new media.then composes the current situation of research on video advertisements through the literat ure research program and summarizes the main problems that exist at present,and finally proposes five strategies for the design of video advertisements based on the perspective of new media.including enhancing the audio-visual experience of video advertisements,improving the interactive form of video advertisements,highlighting the main message of video advertisements,improving the creative expression of video advertisements,and increasing the emotion of video advertisements.