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在以数字化和网络化为特征的信息技术飞速发展的今天,传媒业格局也发生着日新月异的变化,出现了数字化新媒体与传统媒体并存的新局面,宣告了多媒体互动广告新时代的到来。广告视觉传播方式的变化,不仅拓宽了广告传播的领域,提升了广告视觉的质量,更对广告制作提出了新的要求。广告制作在求新、求变、求发展的同时,必须关注受体的审美需要,坚持人性化,才能吸引大众的兴趣,达到“广而告之”的目的,起到传递信息和宣传的效果。
With the rapid development of information technology characterized by digitization and networking, the media industry has undergone tremendous changes with each passing day. A new situation has emerged in which digitized new media and traditional media coexist, announcing the advent of a new era of multimedia interactive advertising. Changes in the way of advertising visual communication, not only broaden the field of advertising, enhance the quality of advertising vision, but also made a new advertising requirements. While making innovations, changing and seeking development, advertising production must pay attention to the aesthetic needs of the recipient and adhere to humanity in order to attract the public’s interest and achieve the goal of “advertising the advertisement.” Effect.