沉浸式场景广告的创意及表现方法分析--以美团为例

Analysis of the Creativity and Expression Methods of Immersive Scene Advertising--Take Meituan as an Example

随着沉浸式传媒时期的到来,第三媒介时代引领的场景式广告愈发受到广泛关注与喜爱。为了迎合观众对互动体验的好奇和追求以及放大广告效应,本研究以美团应用程序作为研究对象,深入探讨其沉浸场景式广告的创意设计和演绎手法,提出结合内容革新和全沉浸环境呈现策略,乃是广告发展新潮流的关键所在。

With the advent of the immersive media period,the scene advertising led by the third media era has been more and more widely concerned and loved.In order to cater to the audience’s curiosity and pursuit of interactive experience,and enlarge advertising effect,this research with Meituan application as a research object,explore the immersive scene of creative design and deduce advertising,put forward the combination of content innovation and full immersion environment rendering strategy,is the key to the new trend of advertising development.