【作者】 沈蕾；

【导师】 彭波；

【作者基本信息】 东华大学 ， 设计艺术学， 2005， 硕士

【摘要】 随着互联网的不断发展以及技术的持续创新,网络广告(WebAdvertising)早已为广大网民所熟悉。作为一种特定的广告主以付费方式运用网络媒介对公众进行劝说的一种传播活动,如今,网络广告已经成为人们日常生活中获得信息的必不可少的途径之一,同时也是网站赢利的重要手段之一。 随着更多的科技手段在网络上的应用,网络广告有着多种的表现形式。根据不同的划分标准,网络广告可以分为各种不同的形式。从发布的形式及现有的技术水平上来判断,目前网络广告可分为,网幅广告、赞助商型广告、社论型广告、弹出式广告、内嵌式广告、电子邮件式广告、活动宣传广告和离线广告等形式。广告设计的角度出发,其形式可以表现为,文字广告、图片广告、动画广告以及视频广告。 作为互联网的一部分,中国互联网上所采用的广告形式,基本上与世界上其他国家现有的形式无本质上的区别。但由于中国网民的特殊性,同时受到他们接受程度的限制,中国互联网上的广告形式尤以如下最为常见,首页大横幅、首页横幅、首页画中画、广告王、弹出广告、Flash-out Banner,和幻灯新闻。虽然大体情况和国际近似,但是就设计和效果而言,还未能充分的挖掘市场的潜力,与国外优秀的网络广告设计还有一定的距离。 随着网络的发展,网民数量的增加。网络广告逐渐成为广告业新的发展点。设计的介入使得网络广告更具商业吸引力。e时代的消费力量成为关注的焦点,研究网络广告的形式,及其设计成为市场的要求和必须。更多还原

【Abstract】 As the Internet continues to develop with new technique and technology, Web Advertising is nothing new to Internet user these days. It uses a paid advertising method to disseminate information through the net to persuade potential consumer. Today, Web Advertising, to the bulk of the masses, is a mean for information receiving not to be missed, being also the key to keep cash register of web sites ringing.With the influx of new technology, Web Advertising appears in multiple form and format. Base on different criteria, Web Advertising can be categorizes into several group. Judging from the mode of presentation and standard of current technique, Web Advertising can be grouped as, Banner Ads, Co-brand Contents Ads, Advertorial Ads, pop up ads, Special Dynamic Ads, Email ads, Event Ads, offline ads and more. From Web Advertising’s design point of view, Web Advertisement format can be divided into words advertisement, pictorial advertisement, animation advertisement and Online Video advertisement.Being part of the Internet, Chinese web site’s approach of Web Advertising is similar to that of the rest of the world. But due to the particularity of the Chinese Internet users, and their level of acceptance, the following are the most common form of Chinese Web Advertising: MNTL, NP, EU2, Monster, pop up ads, Flash -out Banner and Shde News. Although similar to those used internationally, but in term of design and impact, they are still unable to induce the full potential of the market. Comparing to world class Web Advertising design abroad, Chinese Web Advertising design still has room for improvement.As the Internet grows, and its number of user soars, Web Advertising is going to be the next focus in the advertising field. The intervention of the design element, has increased the commercial value of Web advertising, thus highlighting the spending power of the e-generation, researches into Web Advertising’s form and format, and it’s design is has become of absolute necessary.Apart from sharing common design element such as graphic, lettering, coloring and space of a whole page, with traditional graphic design, web based graphic design has it’s own special characteristic owning to factors such as media particularity, interactive capability, speed of information delivery and more. The designing of graphic on the net is restricted by the size of the web page itself, as such special attention is required on the advertisement’s expressiveness in highlighting it’s product characteristic,while maintaining space for interaction. For the design of lettering, font used must be in line with that of the message the web page is trying to deliver, at the same time making sure that it is common to all type of monitor for display, also keeping in mind the importance of sentence structure. As for coloring, design is in accordance to the characteristic of individual web sites, different groups of Internet users, and are always restricted by monitor display capability. Web page design is of paramount importance. Apart from web page usage ratio, all round consideration is needed to determine the style of web page in order to achieve the impact of simple, clear cut and liveliness.Interactive, timely, groups of user and message delivery, such factor to a large extend determine the effectiveness and up to date massage delivery of Web Advertisement.As such, research and consideration from multiple angle is necessary during the design of Web Advertisement, so as to produce product enhancing advertiser’s product image and at the same time in format appealing to the masses of internet user to achieve a win win situation.更多还原