文献类型：期刊文献

英文题名：The Influence of Interactive Form on Advertisement Design Creativity

作者：Shan, Hao[1]; Liu, Peng[1]; Yu, Wei[1]

机构：[1] School of Art Design and Media, East China University of Science and Technology, No. 130, Meilong Road, M. BOX 286, Xuhui District, Shanghai, 200237, China

年份：2021

卷号：1421

起止页码：439

外文期刊名：Communications in Computer and Information Science

收录：EI(收录号：20213210753526)

语种：英文

摘要：The traditional media model has not been able to fully meet the needs of the public and media. Driven by the concept of interaction, design performance and creativity have turned to diversified development, and the communication mode has also developed from the original one-way communication to today's all-round interactive communication. The advent of interactive advertising has made advertising smarter and more interesting. Interactive advertising design is a new creative way of advertising. Of course, the so-called "new" can be understood as a change. Such "new" is also a concept derived from the "traditional", which will also change based on the future development of science and technology and the progress of society. "New" is rather than a fixed concept, but a dynamic and progressive existence. Driven by the concept of interactive design, the expression means and concept of design have turned to diversified development, the communication mode has also developed from the original one-way communication to today’s all-round interactive communication, and the creative dimension has also changed from single to multi-dimensional. ? 2021, Springer Nature Switzerland AG.