【作者】 张艳；

【导师】 顾惠忠； 刘维亚；

【作者基本信息】 上海交通大学 ， 工业设计工程， 2009， 硕士

【摘要】 文章以情感化设计作为理论基础,将网络富媒体广告作为研究对象。首先通过对网络媒体进行剖析,阐述媒体的功能及分类,引出网络媒体,通过对网络媒体进行定义、分类,描述其特征,引出富媒体的概念和富媒体的概述。之后对网络广告进行剖析,详细阐述了网络广告的定义,分类与特征,受众与效应,引出网络富媒体广告的定义、现状、特征、表现形式;论述富媒体广告的构建与传达,包括富媒体广告的信息构建,信息传达等;再对“情感化设计”进行分析和归纳,明确情感化设计理论中人脑三种加工水平对应三种设计的理论,指出优良的设计、人性化的设计应该在这三种水平间都做到充分的考虑,但反思水平对本能水平和行为水平的影响更大,对设计的影响也更大。随后在三种水平对应于网络富媒体广告作了分析,指出了网络富媒体广告中三种水平设计应注意的原则,如在本能水平要注重网络富媒体广告的线条、色彩、形式、画面的设计;在行为水平上注重网络富媒体广告的功能、易懂性、实效性及受众的视听觉感受等方面;在反思水平要满足熟悉原则、展示原则、情感化品牌和个性化原则。更多还原

【Abstract】 This thesis is to investigate advertisement of web-multimedia; it is based on the theory of emotional design. At first, it describes the media’s function and sort, defines the definition, sort and characteristic of web-media, and introduces the conception and summary of rich web-media. Then it analysis the advertisement of web, describes its’definition, sort, characteristic, spreading and effect, deduces the definition and characteristic of advertisement of web rich-media, describes the current status and behaving form of advertisement of web rich-media. It develops the construct and spread of advertisement of web rich-media, including information building, information transporting, information translating and so on.This thesis clarifies three types theory of design which are correspond to three types process technology on human brand by analysis and synthesis the emotional design, emphasizes that the best design and humanized design should be gave enough consider in the three types of process technology, but the re-thinking process has a bigger influence on design than instinct process and motion process do. At last, this thesis analysis the web rich-media through the three types of process technology and indicates the principle which should be followed in the using of three types of process technology on web rich-media. The design on profile, color, style and structure of web rich-media should be pay attention in instinct process; the function, understandability, affectivity, seeing’feeling and hearing’s feeling of web rich-media should be emphasized in motion process; the familiarity principle, show principle, emotional brand and individual principle should be fulfilled in re-thinking process.更多还原