Research On Mobile Interactive Advertisement Design

The advertising media continues to extend to the new media,and mobile interactive advertising is exactly the form of advertising generated under the new environment.At present,the development of mobile interactive advertising has become a scale.As a new thing,there is still much room for development in theory and practice.Therefore,this paper tries to study the related theories of mobile interactive advertising design.Compared with mobile interactive commercial advertisements,the development of mobile interactive public service advertisements lags behind.Therefore,this study uses HTML5 public service advertising design to develop design practices.The first chapter through the extensive review of literature,combing the status quo of mobile interactive advertising and advertising design related theoretical knowledge,including research background,research status at home and abroad,research purpose and significance,research content and methods.Among them,interactive design,user experience design,interactive advertising,advertising psychology,design psychology and other literature materials were compared,analyzed and summarized,and the related researches on mobile interactive advertising design theory and practice were comprehensively understood.The second chapter first analyzes the general situation of mobile interactive advertising,including the connotation,development and trend of mobile interactive advertising,the form of expression,the characteristics of mobile interactive advertising,and the problems of mobile interactive advertising.Second,it analyzes related theories of advertising psychology theory,emotional design theory,mental model theory,user experience design theory and so on.Among them,based on the information processing integration model in the theory of advertising psychological effects,the audience's cognitive reaction and emotional reaction in the process of advertising information processing are analyzed.In conjunction with relevant theories,the mobile interactive advertising design theory model is formulated and expanded,and a case is passed.Supplementary model.Finally,it studies the mobile interactive advertising design method,and derives the mobile interactive advertising design thinking based on the analysis of the design thinking method.At the same time,it combines the mobile interactive advertising design theory model to test the process flow of the mobile interactive advertising design,and carries out the basics of each process element.Explained to guide mobile interactive advertising design practices.The third chapter analyzes the status quo of mobile interactive public service advertisements,including the connotation,meaning,value and type division of mobile interactive public service advertisements.In the case analysis of popular mobile interactive public service advertisements,the theoretical elements of associative mobile interactive advertising were launched to guide the design practice of mobile interactive advertising.The fourth chapter takes HTML5 public service advertising design as the mobile interactive advertising design practice.The design practice has been carried out from HTML5 public service advertising design target positioning,advertising concept creativity,advertising interactive architecture design,advertising interface design,advertising awareness program design,and advertisement evaluation.The fifth chapter summarizes the thesis research and design practice and looks forward to follow-up research work.Under the guidance of the theoretical model and method flow of mobile interactive advertising design,mobile interactive advertising design can be better grasped and design practice completed.