摘要
随着数字媒体技术的快速发展，动态广告逐渐成为品牌传播和市场营销的重要手段，其时间维度与视觉冲击力的结合对用户感知和行为决策具有深远影响本研究旨在探讨动态广告设计中时间节奏、画面切换频率及视觉元素配置对受众注意力分配和情感反应的作用机制通过实验研究与问卷调查相结合的方法，选取不同类型的动态广告作为研究样本，分析时间维度（如播放时长、帧率变化）与视觉冲击力（如色彩对比、动态特效）之间的交互关系研究结果表明，合理的时间节奏能够显著提升广告信息的传递效率，而高强度的视觉冲击力则可能在短期内吸引注意力但长期可能导致受众疲劳此外，研究发现时间维度与视觉冲击力之间存在非线性协同效应，即适度匹配两者参数可最大化广告的传播效果本研究创新性地提出了“动态平衡模型”，为广告设计师提供了科学依据以优化时间与视觉要素的配置，从而提升广告的艺术性和商业价值这一成果不仅丰富了动态广告设计理论，也为实践应用提供了重要参考
关键词：动态广告；时间节奏；视觉冲击力；动态平衡模型；受众注意力
Abstract
With the rapid development of digital media technology, dynamic advertising has gradually become an important tool for brand communication and marketing, with its combination of temporal dimensions and visual impact exerting profound influences on user perception and behavioral decision-making. This study aims to explore the mechanisms by which time rhythm, scene transition frequency, and visual element configuration in dynamic advertising design affect audience attention allocation and emotional responses. By employing a combined methodology of experimental research and questionnaire surveys, different types of dynamic advertisements were selected as research samples to analyze the interactive relationship between temporal dimensions (e.g., playback duration, fr ame rate variation) and visual impact (e.g., color contrast, dynamic special effects). The findings indicate that appropriate time rhythms can significantly enhance the efficiency of information delivery in advertisements, whereas high-intensity visual impact may attract attention in the short term but lead to audience fatigue over prolonged exposure. Additionally, the study reveals a nonlinear synergistic effect between temporal dimensions and visual impact, suggesting that optimally matching parameters of these two factors can maximize the effectiveness of advertisement dissemination. Innovatively, this research proposes the "Dynamic Equilibrium Model," providing scientific guidance for advertisers to optimize the configuration of temporal and visual elements, thereby enhancing both the artistic quality and commercial value of advertisements. This outcome not only enriches the theoretical fr amework of dynamic advertising design but also offers significant practical implications for real-world applications.
Keywords：Dynamic Advertising; Time Rhythm; Visual Impact; Dynamic Balance Model; Audience Attention
目 录
摘要 I
Abstract II
一、绪论 1
(一) 动态广告设计的研究背景与意义 1
(二) 时间维度与视觉冲击力的研究现状 1
(三) 本文研究方法与技术路线 2
二、时间维度对动态广告的影响分析 2
(一) 时间节奏与用户注意力的关系 2
(二) 时间长度对信息传递效率的作用 3
(三) 时间变化对情感共鸣的塑造 3
三、视觉冲击力在动态广告中的表现形式 4
(一) 色彩运用与视觉吸引力的提升 4
(二) 动态元素的设计与视觉焦点构建 4
(三) 空间布局对视觉冲击力的影响 5
四、时间维度与视觉冲击力的协同作用研究 6
(一) 时间与视觉的交互机制分析 6
(二) 协同优化的设计策略探讨 6
(三) 实验验证与案例分析 7
结 论 8
参考文献 9
