Cross-integration of Advertising Creative and Public Art in

  本文关键词：数字媒体时代广告创意与公共艺术的交叉融合，由笔耕文化传播整理发布。

数字媒体时代广告创意与公共艺术的交叉融合 Cross-integration of Advertising Creative and Public Art in the Digital Media Age

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摘要：

文章通过探讨数字媒体时代广告与公共艺术之间的关系，结合案例分析，论述了两者之间共有的公共性特征及社会价值。在广告媒介与技术变革的背景下，借用公共艺术的形式进行广告创意，既符合数字媒体时代广告传播的特性，也体现了广告的社会意义。同时，文章提出介入公共艺术的广告创意策略，要考虑如何引起受众兴趣与关注，，设置参与体验，形成使受众乐于分享的传播过程。

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 .

  本文关键词：数字媒体时代广告创意与公共艺术的交叉融合，由笔耕文化传播整理发布。