| 摘要: |
| 目的 强调广告在设计表现过程中对受众心理变化的关注，研究交互式广告设计中受众情感体系的建构及深度情感的建立。方法 以AIDMA模式为介入点，剖析受众在欣赏、参与广告过程中心理的变化。采取纵向即传统广告与横向即各种类型的交互式广告设计作品对比方式，分析受众在情感体系建构中产生的不同情感层次和样式。结果 通过精准定位，建立用户画像；行为预测，设定引导路线及情境剧本；遵循可持续性设计原则，设计舒适的内容及形式；以体验为中心，注意沟通的艺术等过程设计方法，探究交互式广告深度情感设计模型。结论 设计是以人类理性认知及感性情感的科学性结合为目标，交互式广告设计作为现代设计的新形式，在强调信息交流互动的同时应更加注重与受众间的情感交流。 |
| 关键词: 交互 广告设计 情感 建构 |
| DOI：10.19554/j.cnki.1001-3563.2020.08.034 |
| 分类号:J524 |
| 基金项目:2019年广西高校中青年教师科研基础能力提升项目（2019KY0486） |
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| Construction of Audience Emotion in Interactive Advertising Design |
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KONG Ran, QIN Chen
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Guangxi Arts University, Nanning 530000, China
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| Abstract: |
| The work aims to emphasize the attention of advertisement on the audience’s psychological changes in the process of design and expression, to study the construction of the audience's emotional system and the establishment of deep emotions in interactive advertising design. The AIDMA model was used as the intervention point to analyze the psychological changes of the audience in appreciating and participating in the advertisement. The different emotional levels and styles of the audience in the construction of the emotional system were analyzed through comparison between the longitudinal (traditional) and horizontal (various) interactive advertisement design works. Through accurate positioning, user portraits were established; through behavior prediction, guidance routes and scenario scripts were set; sustainable design principles were followed to show comfortable contents and forms; and experience was taken as center to pay attention to the art of communication and other design methods, so as to explore the deep emotional design model of interactive advertising. Design aims at the scientific combination of human rational cognition and perceptual emotion. As a new form of modern design, interactive advertising design should pay more attention to the emotional communication with the audience while emphasizing the interaction of information exchange. |
| Key words: interaction advertising design emotion construct |
