数智时代背景下广告设计研究现状及趋势

闫承恂

doi:10.19554/j.cnki.1001-3563.2025.20.042

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (20) : 456-466. DOI: 10.19554/j.cnki.1001-3563.2025.20.042

设计研讨

数智时代背景下广告设计研究现状及趋势

闫承恂

作者信息 +

Current Research Status and Trends of Advertising Design in the Context of Digital Intelligence Era

YAN Chengxun

Author information +

文章历史 +

摘要

目的对数智时代背景下广告设计研究现状进行了梳理与分析,剖析了广告设计研究热点与范式,指出了未来发展趋势。方法围绕智能广告设计研究、广告体验设计研究、广告叙事设计研究、广告设计认知研究4个专题,通过对设计研究方法与角度、设计优化方式、技术难点与应用误区等问题的分析,从技术驱动设计创新的角度,归纳了数智时代背景下广告设计的研究现状及趋势。结论明晰了数智时代背景下广告设计的知识内涵与体系,总结了研究热点与范式。

Abstract

The work aims to sort out and analyze the current research status of advertising design in the context of the digital intelligence era, examine the research hotspots and paradigms of advertising design, and point out future development trends. By focusing on four special topics of research on intelligent advertising design, research on advertising experience design, research on advertising narrative design, and research on advertising design cognition, the design research methods and perspectives, design optimization methods, technical difficulties and application misunderstandings were analyzed, and from the perspective of technology driven design innovation, the current status and trends of advertising design research in the context of the digital intelligence era were summarized. The knowledge connotation and system of advertising design in the context of the digital intelligence era were clarified, and the research hotspots and paradigms were summarized.

导出引用1

闫承恂. 数智时代背景下广告设计研究现状及趋势[J]. 包装工程. 2025, 46(20): 456-466 https://doi.org/10.19554/j.cnki.1001-3563.2025.20.042

YAN Chengxun. Current Research Status and Trends of Advertising Design in the Context of Digital Intelligence Era[J]. Packaging Engineering. 2025, 46(20): 456-466 https://doi.org/10.19554/j.cnki.1001-3563.2025.20.042

中图分类号： TB472

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