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Research and Design of Ambient Media Advertisement in the Times of Experience Economy

Author: HuZuoZuo
Tutor: ZhouHong
School: Shanghai Jiaotong University
Course: Art of Design
Keywords: Ambient Media Advertisement Design Interaction and Experience
CLC: F713.8
Type: Master's thesis
Year: 2010
Downloads: 165
Quote: 0
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Abstract


The advent of experience economy declines the effects of traditional outdoor advertising. However, greater importance has been attached to ambient media advertisement which is different from the lecture-style of traditional outdoor advertising. Based on open medium environment, it focuses on integrating the physical property of medium and natural property of environment to innovation of advertising emphasizing audience participation and personalized experience. This paper aims to research environment media advertising characterized as more experiential and creative.This paper studies the status quo of ambient media advertisement and analyzes its creative essences by introducing the experience classification of scholar Schmidt Burd as well as theories like advertising vehicle, ambient media, and added value of media. It is found that ambient media advertisement places its creative highlights on the end release changing the traditional design process of outdoor advertising, in which creative advertising is performed by medium after its completion.The purpose of this study is to raise some relevant strategies for design innovation and explore whether they are applicable to achieve more effective experience advertising by analyzing creative features of ambient media ads design, the methods of using medium. Specifically, the approach is to combine advertising information with information carrier of advertising, here means ambient media, so as to better fit the surroundings. Through interaction with the audience, they have a more in-depth exposure to advertising and subversive experience. This design strategy is to focus on choices of using environment media, innovative approach of visual representation and experience output of audience. Based on the above-mentioned theories, the practice design is conducted.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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