Research On Mobile Interactive Advertising Design Of Jinan Urban Culture Based On Symbolic Interaction Theory

Scientific and technological revolution has rapidly changed the media and its supporting and communication environment.Information technology has become the technical support for the development direction of modern media.New digital interactive media have been created,and mobile digital interactive advertising has emerged at the historic moment.With the development of electronic information technology,the communication mode between advertising and advertising target groups has changed from the traditional one-way output to the two-way interaction mode.The feedback from the audience is more accurate and immediate,and the design concept of advertising has also changed to adapt to the interaction mode.Since the development of mobile terminal interactive advertising,the continuous development and improvement of interactive advertising content forms and interactive ways have made great progress,how to design interactive links in advertising is the focus of interactive advertising design.As the container of human culture,the city contains rich interaction between human and society,and the city culture is born in the interaction.The material function of a city lies in providing convenient living space for people,while the cultural function of a city lies in the accumulation and innovation of culture,as well as the preservation and inheritance of culture.The creation of a harmonious society depends on the revival and construction of fine urban culture.Cities bear the heavy responsibility of continuously creating and continuing historical civilization,and are the breeding ground of fine human civilization.With the development of modern electronic information technology,the spread and influence of urban culture are no longer limited by time and space.The core issue of this study is to use the technical advantages of interactive advertising to show the interaction between human and society in urban culture and urban culture.Guided by the theory of symbolic interaction,this thesis demonstrates that digital interactive advertising based on mobile Internet terminals is committed to the presentation of Jinan’s urban features,customs and cultural connotations,so as to provide users with online tourism experience of Jinan across time and space,and to spread Jinan’s urban culture through the interaction with advertising.It is found that interactive advertising is in the stage of popularity and flourishing development,so some problems are soon exposed: single interactive design,homogenization of interactive pages,and superficial interactive forms.In view of these problems,this thesis focuses on the user perception experience,analyzes how Ji ’nan urban culture is generated in the interaction process between cities and people from the perspective of people,and guides the practice of interactive advertising design.This thesis is divided into seven chapters: The chapter 1 is the introduction,through the domestic and foreign research background and related concepts including symbolic interaction theory,urban culture,interactive advertising concept,to introduce the purpose and significance of this research.The chapter 2 is an overview of urban culture and mobile digital interactive advertising.Starting from the two biggest research objects,it discusses the rich concepts of its connotation in more detail.The chapter 3 Research methods,including research design,data collection,data analysis,to clarify the specific research problems and the focus of data collection and analysis.The chapter 4 is the symbol representation and symbol construction of Jinan city culture.From the perspective of Jinan city cultural symbol production,it summarizes the symbol representation including Jinan natural culture,historical culture and modern civilization,and discusses the symbol construction of Jinan city,symbol interaction mode and other semiotic analysis.The chapter 5 analyzes user perception and deconstruction of Jinan urban culture from the perspective of symbol reading,analyzes user survey data,uses three-level coding method to extract the initial category and main category in the data,and summarizes the data analysis into environmental perception,experience perception,event perception,emotion perception and service perception.The chapter 6 is design practice.According to the research results of the fifth chapter,the author extracts Jinan urban cultural symbols for interactive advertising design,obtains interactive design inspiration from the five perceptions,enhances the user interaction experience of interactive advertising,and completes the practical design of Jinan urban cultural publicity interactive advertising "A Day in Quancheng".The chapter 7 Conclusions and prospects.Through the analysis of the above research and practical results,the design ideas of Jinan urban culture interactive advertising are obtained,and the future prospects of urban culture combined with interactive advertising are proposed.