数字媒体技术在广告设计中的应用研究 -视觉传达设计专业

摘要

本文探讨数字媒体技术在广告设计中的应用，以及其对广告设计的影响、挑战和未来发展。数字媒体技术是当今信息化社会的兴起带来的一种新型技术，包括计算机图形学、虚拟现实、增强现实、人工智能等多种技术的综合应用。在广告设计领域，数字媒体技术的应用范围非常广泛，包括图形、视频、声音等媒介形式。本文以不同类型广告的数字媒体技术应用案例为主线，分析数字媒体技术应用对广告设计的影响。其中，数字媒体技术应用对广告设计的传播效果影响方面尤为重要，大大提升了广告传播的效率和覆盖面。然而，在数字媒体技术应用中也存在一些技术、创意、法律、伦理等挑战，需要各方共同应对。另外，数字媒体技术在广告设计中具有很大的潜力和前景，未来的发展主要集中在技术革新、应用拓展和创意实践上。在这个数字化和信息化的时代，数字媒体技术对广告设计的影响将越来越深远。

关键词：数字媒体技术广告设计传播效果

Abstract

This paper discusses the application of digital media technology in advertising design, as well as its impact on advertising design, challenges and future development. Digital media technology is a new technology brought by the rise of information society, including computer graphics, virtual reality, augmented reality, artificial intelligence and other technologies integrated application. In the field of advertising design, digital media technology has a wide range of applications, including graphics, video, sound and other media forms. This paper takes different types of digital media technology application cases as the main line to analyze the impact of digital media technology application on advertising design. Among them, the application of digital media technology has a particularly important impact on the communication effect of advertising design, which greatly improves the efficiency and coverage of advertising communication. However, there are also some technical, creative, legal and ethical challenges in the application of digital media technology that need to be addressed by all parties. In addition, digital media technology has great potential and prospect in advertising design, and the future development is mainly focused on technological innovation, application expansion and creative practice. In this digital and information age, the influence of digital media technology on advertising design will be more and more profound.

Key words:Digital media technology; Advertising design; Communication effect

摘要 I

Abstract II

一、绪论 1

二、数字媒体技术的运用 3

（一）数字媒体技术的含义 3

（二）运用工具 3

（三）个案研究 4

三、数码媒体在广告创作中的运用 5

（一）电子媒介与传统媒介的对比 5

（二）视觉效应在广告设计中的作用 5

（三）对广告创意沟通效应的影响 6