Interactive Creative Research Network "game" Theory Under The Angle

As an important theory to explore the Origin of Arts, the "game" is considered tobe the nature of human and one of the oldest ways to communicate.With thedevelopment of economy and propagation environment complexity, Audiences aregetting higher and higher requirements for the advertising creative, creativity is notonly to follow "scientific" or "rules", but also pay more attention to understanding andobserving the instinct of a man. Therefore, the theoretical study of advertising creativebegan to return, trying to find out a breakthrough from the most primitive of humanactivity; in this sense, the "game" theory has a natural associated with advertisingcreative. As a rapid growth and new forms of advertising, network interactiveadvertising to complete the information communication through interact with theaudience, audiences’ outreach activities are changed, which makes the networkinteractive advertising showing many creative differences from the traditionaladvertising, in this sense, the "game" theory as a starting point to explore the creativeof network interactive advertising and then explore the new trend of advertisingcreative in the context of the new media environment has a great practicalsignificance.In this paper, network interactive advertising as the object of study. Throughlarge amounts of text collection and analysis, combined with the "game" theory asresearch background, the paper try to find out new trends or features about thenetwork interactive advertising’s creative concept, creative expression, creativecommunication and so on, with the new context of audiences activities andcommunication environment. Firstly, the paper sort out the Western classical "game"theory and extract the characteristics of the "game", and then from start of creative,the paper try identifying the relationship between "game" and creative; On the basisof research on the network interactive advertising, the paper find out the networkinteractive advertising creative’s "game" feature: Creative establish "rules", freedomand joy, stimulate "game" symbol, groups emotions and the game means; Finally,combination the results of the audience survey, the paper explore the network interactive advertising creative features, and then found the new trend of interactiveadvertising creative in new technologies environment.Topics related to philosophy, aesthetics, communication, advertising, psychologyof audience, experience economic knowledge and other disciplines, the source text ofthe study is mainly dependent on the well-known advertising awards, and also focuson foreign classic case.