摘要
情感体验是以消费者为核心,以情感为纽带来达到心理沟通的目的;互动广告以消费者的心理感受为基本出发点,通过设定特定的情景、画面和装置等手段,关注消费者、在与受众的心理和行为的互动过程中植入广告概念与信息,传达赋予一定情感依托的设计理念。因而,基于情感体验的互动广告创意方式能够有效的传播广告观念,传播广告价值、拉近广告与受众之间的距离,增进相互了解,并且能够在受众心目中形成持久的记忆度和美誉度。
Emotional experience is communication based on emotion with customers as the core. Interactive advertising which sets customers＇ feelings as starting point centers on customers through fixed situation, pictures and devices, thus imbues them with advertising concepts and ideas during the process of interaction with customers. Therefore, interactive advertising based on emotional experience can promote advertising concepts, values effectively, shorten distance with customers and maintain an everlasting remembrance and reputation among them.
基金
西华师范大学校基金项目:大学生创意思维拓展训练研究(项目编号12A006)
关键词
情感体验
互动
广告
创意
emotional experience
interaction
advertisement
innovation
