网络广告Banner的视觉元素研究

发布时间：2018-03-05 19:55

本文选题：Banner　切入点：网络广告　出处：《湖北工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网的快速发展掀起新兴技术运用的趋势,传统媒介正被互联网新媒介侵蚀,传统广告的形式有广播、报纸、杂志等,而新型的广告形式也不断涌现,造成传统的广告环境被打破,地位受到动摇。笔者所研究的网络广告banner与传统广告有所不同,在营销的手段和策略上有不同的地方和一定的优势,例如网络广告banner便于受众查阅、互动性强、设计费用低、不会受到时间和空间的限制、整体性、平民化等优势,从而使网络广告Banner具有广泛的受众阅读。提高客户Banner的点击率是本论文研究的主要目的,只有让广告主所投放的Banner被充分点击才能延续站点的广告经费。广告banner的设计直接决定着是否被受众点击、是否让受众喜爱,直接决定着网站的经济效益,以及投资是否能收到回报。本文以严谨的体系、朴实的语言、实践的经验对Banner广告进行了全面论述,将从网络广告Banner的自身因素,也就是图形、文字、版式、色彩等方面阐述,然后分析出如何提高受众的点击率,如何吸引受众的眼球,从而使受众看到的信息都足够的丰富、全面、准确。全文一共分为5个部分,第一部分介绍了本篇论文的研究背景与意义、研究目的与方法、国内外研究现状分析;第二部分首先介绍了网络广告Banner的历史沿革,再对网络广告Banner的优劣势进行分析;第三部分通过对网络广告Banner的构成要素、文案设计、尺寸、图像类型等视觉要素结合前述优劣势分析,认为网络广告Banner的特征在于其不受限性、交互性、多媒介性、整体性和平民化;第四部分,站在网络广告Banner特征背后分析其受众的需求以及企业主所应当具备的策略意识。第五部分,结合本文的理论与本人实践经验总结网络广告Banner的创作思路。
[Abstract]:The rapid development of the Internet has raised the trend of the application of new technologies. The traditional media is being eroded by the new media of the Internet. The forms of traditional advertising include broadcasting, newspapers, magazines, etc. As a result, the traditional advertising environment is broken, and the position is shaken. The online advertising banner studied by the author is different from the traditional advertising. There are different places and advantages in the marketing methods and strategies. For example, Internet advertising banner is easy for the audience to consult, interactive, low design costs, not limited by time and space, integrity, civilian advantages, etc. So that the network advertising Banner has a wide audience reading. To improve the customer Banner click rate is the main purpose of this paper. Only if the Banner put in by the advertisers is fully clicked can the advertising expenses of the site be continued. The design of the advertising banner directly determines whether or not it is clicked by the audience, whether it is loved by the audience, and directly determines the economic benefits of the site. And whether or not the investment can receive a return. This article, with a rigorous system, plain language and practical experience, will comprehensively discuss the Banner advertising, and will elaborate on the Banner's own factors, that is, graphics, words, typography, color and so on. Then it analyzes how to increase the click rate of the audience, how to attract the audience's attention, so that the audience can see enough rich, comprehensive and accurate information. The full text is divided into five parts. The first part introduces the research background and significance of this paper, research purpose and method, domestic and foreign research status analysis, the second part introduces the history of the network advertising Banner, and then analyzes the advantages and disadvantages of the network advertising Banner. In the third part, by analyzing the elements of Banner, copy design, dimension, image type and so on, the author thinks that the characteristic of Banner is its unlimited, interactive and multi-media. Part 4th analyzes the needs of the audience and the strategic awareness that business owners should have in the background of the Banner features of online advertising. Part 5th, Combined with the theory of this paper and my practical experience to summarize the network advertising Banner creative ideas.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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