随着数字化多媒体技术的发展,3D数字化广告以其三维一体、动态化与视听联结拓宽了传统视觉传达体系的发展路径和外延。3D数字化广告因其视觉冲击性、动态形象性、直观精准性和科技时尚性的视觉传达特点而能达到提高商品的真实有效性、加深商品的有效记忆、塑造品牌形象价值和提高消费者对商品的感性认知的视觉传达效应。 With the development of digital multimedia technology, 3D digital advertising has widened the development path and extension of traditional visual communication system with its three-dimensional integration, dynamicization and audio-visual connection. Due to its visual impact, dynamic image, visual accuracy and scientific and technological visual communication features, 3D digital advertising can improve the authenticity of the products, deepen the effective memory of the products, shape the brand image and enhance the consumers’ The Perceptual Visual Communication Effect.