Visual Expression Of Web Advertising & Optimized Combination

The web ad has developed for ten years since 1994. It has become the forth strongest ad form. But it is often accused of its poor quality. This paper attempts to discuss the characters, difficulties and countermeasures of the visual expression of web ad at present from the point of visual expression, which is one of the important parts of visual communication of ad.The banner ad and interstitial ad are the two uppermost forms of the web ad. We selected half a year's banner ads and interstitial ads since Oct 10, 2003 to Apr 10, 2004 from Sina.com and Sohu.com and made a content study. We analyzed the visual expressions of these two ad forms from nine aspects such as quantity and content, form and size, ad language, font, figure, color, technique, link and the whole subjective opinion. Based on the analysis, we also compared the banner ad and interstitial ad and tried hard to find the commonness and particularity of them in visual expression. From the study we found three problems in visual expression of the web ad.In conclusion, we found six essential factors in visual expression of a successful web ad: background, picture, ad language, font, color and form. The web ad should have a whole background and make the disorder of the website serve as a foil to the integrality of the ad.; it can use 3B pictures to attract the audience; the language of it should be laconic and make the finishing point; the font as an auxiliary should represent the characters of the product or the ad; the color should emphasize contrast and give prominence to the ad; in addition, it should try new forms and venture to innovate in shape, representation and technique.