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观看是人们更为倾向的感知行为,而他们看到的图像化信息被认为是具有表意功能的,这些都是视觉传播得以产生和发展的基础。时至今日,互联网以其传播速度快、传输内容丰富、传送范围广泛、打破时空限制及使用成本低等特点成为了人们传播和获取信息的重要途径,更是会展营销中不可或缺的重要媒介。因此,从视觉传播的角度来探讨会展网络营销的问题具有一定的现实意义。本文通过整合视觉传播、会展营销和网络营销的相关理论知识,运用内容分析法对比香港书展2013和2013广州南国书香节官方网站上的营销图片,进一步探究展览主办方如何透过图片来向公众展示其展会形象,为展览会官方网站的视觉传播研究提供了一个新颖有益的尝试。
Watching is a more perceptual behavior of people, and the visual information they see is considered to be ideographic, and these are the basis for the production and development of visual communication. Today, the Internet has become an important way for people to disseminate and acquire information because of its fast propagation speed, rich transmission content, wide transmission range, breaking the limitation of time and space and low cost, and it is also an indispensable important medium in exhibition marketing . Therefore, it is of practical significance to explore the issue of exhibition network marketing from the perspective of visual communication. This article compares the marketing images of the Hong Kong Book Fair 2013 and 2013 official website of South China Book Festival with content analysis to further explore how exhibition organizers can show the public through the pictures by integrating the relevant theoretical knowledge of visual communication, convention marketing and network marketing The exhibition image, for the official website of the exhibition of visual communication research provides a novel and useful attempt.