劉琦嘉

【Abstract】The information advertisements become more and more important in the rapid development of the market economics.With the continuous development of the technology，the new products come out from time to time.The market competition becomes more and more drastic.The importance of the advertising also incur the emerging attention of the company.One successful company can not leave without the successful advertisements.This essay takes the examples of the dynamic advertising，analyzes the characteristics，effects and limitation of the advertisements under the new media era.Therefore，the contents can be more colorful and abundant because of the dynamic advertisements.

【Keywords】Dynamic Advertising； New Media Era； Development； Influence

【摘要】信息廣告在蓬勃發(fā)展的市場(chǎng)經(jīng)濟(jì)中起著越來(lái)越重要的作用。隨著技術(shù)的不斷進(jìn)步，新產(chǎn)品層出不窮，市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈，廣告的重要性也就更加引發(fā)企業(yè)迫切關(guān)注。一個(gè)成功的企業(yè)離不開(kāi)成功的廣告。本論文以動(dòng)態(tài)廣告為例，分析類(lèi)廣告在新媒體時(shí)代下的發(fā)展以及影響。因?yàn)橛辛舜祟?lèi)動(dòng)態(tài)廣告，廣告的內(nèi)才更加豐富和多彩，更加引人入勝。

【關(guān)鍵詞】動(dòng)態(tài)廣告 新媒體時(shí)代 發(fā)展 影響

1.Introduction

With the rapid development of the technology，the nowadays design circle should be the several fields comprehensive design of the media and the blur design circle （Shaw，V.M.，Henry，C.C.，Giles，L.S.，& Evora，R.Z.2013）.The scale of advertising design becomes more and more wide.The traditional advertising design is gradually taken place of the various and new advertising form.The advertising design faces the new challenges and examination in the current new media era.However，the dynamic advertisements involve in many factors like pictures，words，sounds and images.This makes them combine together and express the new advertising delivering media.Therefore，the occurring of the dynamic advertising seems more close to the era and confirm todays rapid information development.So through the research of the dynamic advertisements，it has the important meaning of todays information delivery.

The dynamic advertising should inherit the visual aesthetic appreciation of the print advertisements （Di，Z.，Wang，Y.，Mendes，P.，& Pinho，C.2010）.It obeys the form rules of the poster，from the static state to the dynamic state.It is the perfect combination of moving and motionlessness.Not only the dynamic advertisements have the information which presented by the traditional advertisements，but also its contents of the pictures or words have the plots.And most of the dynamic advertisements company the sound effects，some of them have the changeable effects of the position of the mouse pointer.Good dynamic advertisement are moving all the time.In other words，it do not have the ending.Although the dynamic advertisements have the similarities with the media advertisements，they are not completely the same.It can be the part changes of the factor and produces the dynamic state.However，the media advertisements are the short piece which have the story lines.It does not need the form beauty characteristics，it emphasizes more about the plot development，in order to delivery the exact contents.

2.The Era Characteristics

With the mature electronic web technology and the development of the computer skills，a lot of new media forms continuously occur （Biener，L.，Mccallum-Keeler，G.，& Nyman，A.A.2000）.The boundaries of many new media and new form art are still very blur.However，they all contribute to the developments of the era and the enhancement of peoples life qualities.The dynamic advertisements are not just limited in the two-dimensional surface.Ot gradually changes from the static state to the dynamic state，from one form to the electronic terminal screen.So the various dynamic poster works can be appreciated.And the various words，sounds and image information can be glanced at any time.

The dynamic advertisements occur in the website，the abundant and various dynamic advertisements can be appreciated by clicking the mouse or rolling it （Wu，B.，& Newell，S.2003）.These advertisements must contain the rich pictures，words，sound effects and image changes，in order to form the visual impact advertising style.

In the public places，through the electronic terminal LCD TV or the poster machine to express the dynamic advertisements，the characteristics of the dynamic advertisements can also be expressed.This makes the poster expression more humanity.It confirms the artistic beauty and the requirements of the public space usage of human beings.

3.Effects and Limitation

In such new media era，the Internet develops quickly，there is no doubt that the dynamic advertisements will become the new life of the traditional advertisements，and the new entrance is found （Cheng，J.2011）.Just because of the new carrier and the announcing media of the Internet，the dynamic advertisements have the suitable and growth earth.It can be the dynamic advertisement which related with the new film on the Internet.It can be the dynamic advertisement which shows the circle playing of the terminal of the digital media.It can also be the dynamic advertisement which has the strong visual power and active scenes.

Facing the challenges of the emerging digital media，the traditional media encounter the unprecedented query （Chong，W.2000）.However，all of these do not mean that the traditional media will exit the stage.The traditional media still have the certain advantages in many aspects.Nowadays，the traditional media can not be completely taken place by the new media.There are still many readers relying on the traditional media.They still accustom to the traditional reading method.In aspect of gaining the readers，the traditional media still occupies the certain advantages.Just like that the electronic book can not replace the paper book.Therefore，the media development should obey the era development.It should change according to peoples life habits.The application of the dynamic advertisements meet the diversified requirements of information of human beings.

4.Conclusion

In conclusion，this essay consists of three paragraphs.In the first paragraph，it is the introduction of the dynamic advertising.It analyzes its background，importance and the development.In the second paragraph，it is the era characteristics of the dynamic advertisements.In the last paragraph，it is the effects and the limitation of the dynamic advertisements.This paper aims at analyzing the importance of the dynamic advertisements and they make the contents of the advertisements more colorful and abundant.

In general，holding the relationship between the dynamic advertisements and print advertisements and adjusting the interactive development are correct.The dynamic advertisements should emphasize the functions and art together.The special effects should not only be emphasized，and the art standards should not be decreased as well.Otherwise，it just can be the pile of the technology，and this is meaningless.Even it will make the audiences feel uncomfortable and antipathic.Meanwhile，the dynamic advertisements should conquer the issues of technology and expression.The over complicated technologies and progresses must increase the cost input.In the aspect of expression，it is also the same.Under the limited space and tool conditions，the dynamic advertisements works should be shown comprehensively.This is also very important.

References：

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