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随着平面广告表现形式多样性的发展,无意之中不仅改变着广告的传统样式,而且还改变了平面广告的制作方式和呈现在人们眼前的展示效果。但是理论指导和设计手法的缺乏使人们对其理解不足,无法正确把握环境媒体广告和传统平面广告的本质区别和内在规律。本论文主严格按照查阅、分析、比较、总结、应用等方法,阐述了环境媒体广告的定义,分析总结了它的发展、特征和优势,突破性的从广告创意的四个阶段探索总结了环境媒体广告的表现方法,希望能为以后的环境媒体广告理论研究和实际创作提供有效的参考。
With the development of the diversity of print ads, it not only changed the traditional style of advertisements, but also changed the way of production of print ads and the effect of display in people’s eyes. However, the lack of theoretical guidance and design techniques makes it impossible for them to properly understand the essential differences and inherent laws between environmental media advertisements and traditional print advertisements. In this thesis, the author describes the definition of environmental media advertisements in strict accordance with the methods of consulting, analyzing, comparing, summarizing and applying. It analyzes and summarizes its development, characteristics and advantages, explores and summarizes the four stages Media advertising performance methods, hoping for the future of environmental media advertising theory and practice to provide an effective reference.