本文關(guān)鍵詞：數(shù)字媒體時(shí)代廣告創(chuàng)意與公共藝術(shù)的交叉融合，由筆耕文化傳播整理發(fā)布。

數(shù)字媒體時(shí)代廣告創(chuàng)意與公共藝術(shù)的交叉融合 Cross-integration of Advertising Creative and Public Art in the Digital Media Age

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摘要：

文章通過(guò)探討數(shù)字媒體時(shí)代廣告與公共藝術(shù)之間的關(guān)系，結(jié)合案例分析，論述了兩者之間共有的公共性特征及社會(huì)價(jià)值。在廣告媒介與技術(shù)變革的背景下，借用公共藝術(shù)的形式進(jìn)行廣告創(chuàng)意，既符合數(shù)字媒體時(shí)代廣告?zhèn)鞑サ奶匦裕搀w現(xiàn)了廣告的社會(huì)意義。同時(shí)，文章提出介入公共藝術(shù)的廣告創(chuàng)意策略，要考慮如何引起受眾興趣與關(guān)注，，設(shè)置參與體驗(yàn)，形成使受眾樂(lè)于分享的傳播過(guò)程。

Abstract： 

By case studies and theoretical analysis ,this paper discusses the relationship of advertising and pub-lic art in digital media era , as well as the common characteristics and social value of them .In the context of media and technology changes , using the form of public art in creative is in line with the characteristics of the digital age , and reflects the social significance of advertising .Meanwhile , the paper emphasizes that more attention should be paid to audiences'interest and experience to form a sharing process .

  本文關(guān)鍵詞：數(shù)字媒體時(shí)代廣告創(chuàng)意與公共藝術(shù)的交叉融合，由筆耕文化傳播整理發(fā)布。