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研究在新媒体环境下公共交通空间内广告与受众的交互式传播模式,并为现有的广告形式提供借鉴与启迪。方法:通过分析公共交通空间内的新媒体交互式传播方式,探寻交互式广告传播与多媒体平台相集成的契合点,强调新媒体交互平台给广告传播带来的新机遇,新模式、新形象、新体验。结论:通过研究与剖析,提出公共交通空间内广告交互式传播的模式和对现有传播模式所起到的借鉴作用,并提出设计原则。
It studies the interactive mode of advertisement and audience communication in the public transportation space under the new media environment and provides reference and enlightenment for the existing advertisement form. Methods: Through the analysis of new media interactive communication modes in public transportation space, explore the integration point of interactive advertisement communication and multimedia platform, emphasize the new opportunities, new models and new images brought by the new media interaction platform, New Experience. CONCLUSION: Through the research and analysis, the mode of interactive advertisement in public transportation space and the reference to the existing mode of communication are put forward, and the design principles are put forward.