对环境媒体广告创意的研究

山东轻工业学院硕士学位论文对环境媒体广告创意的研究姓名：王凯申请学位级别：硕士专业：设计艺术学指导教师：林斌2011-04-18IIIIABSTRACTAmbientadvertisingdevelopsrapidlyoverseasandspreadsinlandinthepastfewyears.Itchangsimperceptiblynotonlythethefaceofadvertisingbutalsothewayadvertisingcreatedandaccepted.However,thelagofthedoctrineresearchcausedthelackofcognizanceaboutAmbientadvertising,anditmakespeopleunabletounderstanditsintrinsiclawwhichisdifferentfromtraditionalmediaadvertisingcorrectly.Thispapermainlyusedliteraturesearching,contentanalysis,comparativeanalysisandinterdiscipline.IdiscussedandsummarizedthedefinitionofAmbientadvertisingfromtheviewofsixenvironmentsoriginally.Afterthat,Ianalyzedandsummarizedthecause,thecharacteristic,theadvantagesandtheinadequateofAmbientadvertising,andthenIsummarizedthering-shapedmodelofAmbientadvertising’screation.Atlast,IdiscussedandsummarizedthemethodofAmbientadvertisingcreativityfromthreedifferentpointofviewcreatively.ThispaperisconductedtohopetoprovideassistanceintheoreticalresearchandpracticeofAmbientadvertising.Keywords:ambientmedia,experience,creativity,advertisement11.11.1200020019620052311.11996AmbientConcordAdvertisingAmbientMedia2000D&AD2003MarkAustinJimAitchesonisanybodyoutthere2008:2010[1][2]D&AD[1].[2].[J].2007(1):13-1414D&ADisanybodyoutthere[1],[1].’slivesEnvironmentAmbientMediamediummediummeansbywhichsthisexpressedorcommunicated()()[1]AmbientMediaMedia[1].[1]DaimlerChryslerAGJeepWranglerWranglerRubicon[2]Jeep4x4TrailOfLifeWranglerRubicon[1].[J].2008(6):140-147[2].[J].2006(7):54-55143.133.126[1]3.1[1].[1][1].[J].200721(5):62-66163.23.23.33173.33.33.4183.4,3.43.23193.5204DNA,DNA4.14.1.14214.14.2)(baXY+=YXab4.14.2iPodiPodiPodiPod224.1Y1=X1a1+b14.2Y2=X2a2+b24.2a1=a24.2b2b14.2iPodX2X1Y2Y14.24.14.1.2Y=Xa+b4234.3Xb4.1.34.34.34.1.41999244.4AXEPJ4.4AXEAXEAXE4254.5Tibits4.1.54.5TibitsTibits264.24.2.14.2.24.64274.6285.155.15295.1R[1][1].[M]22007305.230605.25315.3AB5.2325.35.45.3Demolicion5335.33466.1[1][1][].[M]..20006355.16.26.2.15.1366.26.2.2(1)[1]6.24.3(2)6.3[1].[M].20076376.3(3)ATM6.4386.4SS——(4)[1]6.5VolkswagenVolkswagen[1][D],20076396.5Volkswagen(5)6.6406.66.7Meiji6.7Meiji(6)6.86416.8(7)6.9LeekajaHairbis426.9LeekajaHairbis6.2.3H(1)80%6436.106.106.106.11446.126.116456.12(2)6.13466.13(3)(4)6.136476.2(5)[1]6.13[1].[J].2003(3):62-6648SeattleofficeofPublicisWestTWBA49[1][].[M].2005[2][].[M]..:2008[3].[4][J]2007(1):13-14[5][M]2000[6].[7].[J]2006(3):240-241[8].[J]2008(6):140-147[9].[10][J]200721(5):62-66[11][].[M].2001[12].[M]2005[13][][M]2000[14][15][D],2006[16][D],2007[17][18][J]2008(2):155-156[19].[M]2002[20].[M]2007[21][].[M]2008[22][][M].2003[23][][M].2000[24][J]2010(6):72-73[25][J]2009(4):137-140[26][]·.[M].502009[27][J]2009(4):137-140[28][M]2005[29][J]2009(4):103-105[30][J]2008(10):118-120[31].[D],2005[32].[D],2006[33].[M]22007[34][J]2009(5):43-4[35][36].[D],2008[37][].[M]2006[38].[M]2004[39][]A.[M]2008[40][].[M]2008[41].[D],2007[42][][M]2001[43].[D].,2010[44][][M]4.2002[45][M]52008[46]Oneshow[47][][M].2005[48]DaveReyburn.AmbientAdvertising[J].MHSWinter,2010,4:9-11[49]MariaCordoba.Reachingtherightonsumer[J].Marketing,2009,7:29-30[50][].[M].2007[51][M]2003[52].[M]2005[53][].[M].2008[54][J]2008(3):147[55].[M]2005[56].[M]200251[57].[58][J]2007(10):144-146[59][J]2009(3):46-47[60][J]2010(3):125[61][J]2010(1):119-120[62][J]2008(10):104-105[63][J]2009(1):118-119[64][J]2009(10):102-106[65][J]2003(10):66-67[66].[M]2004[67]ArturLugmaryr,ThomasRisse,BjoernStockleben,KariLaurila,JuhaKaario.Semanticambientmedia-anintroduction[J].MultimedToolsAppl,2009,44:337-359[68]SandraLuxton,LachlanDrummond.Whatisthisthingcalled‘AmbientAdvertising’?[J].VisionaryMarketingforthe21stCentury:FacingtheChallenge,2000,44:734-738[69]MichaelRosser.Willambientmediaswampthemarket?[J].PrecisionMarketing,2002,14:11[70]CurtisBrown.Canambientriseabovethestunts?[J].PrecisionMarketing,2003,14:12[71]ArturLugmaryr.AmbientMedia[J].UPGRADE,2007,4:38-43[72]CarrieMcLaren.ADCREEP[J].PRINT,2000,12:102-103[73].[J]2005(12):140-147[74].[J]2006(7):54-55[75].[J].2003(3):62-665253[1][J][2][J][3][J][4][J][1][2][3]2009[4]2009DAF[5][6][7]2009[8]2009[9]2010[10]2010[11]2010对环境媒体广告创意的研究作者：王凯学位授予单位：山东轻工业学院本文链接：