The Study On The Application Of Art Creativity In Mixed Reality Advertising Desig

In the era which technology and art co-exist, the improvement of science and technology has a continuous impact on the media expression pattern. Specifically, there are increasingly patterns of advertising communication and the variety of advertising patterns is getting richer as well. The emergence of the Mixed Reality Advertising is the reflection of the technology improvement and individual's spirits and culture needs. The expression of advertising is not confined to the traditional hard communication. Instead, more attention should be put on the communication with the target audience. It is under this circumstance that the mixed reality advertising had emerged. Create to meet consumer demand for personalized interactivity, participatory, lifelike, interesting advertising the consumers' individual needs with the support of the mixed reality technology. The employment of mixed reality advertising has brought the target audience a brand new experience of interaction. The study on the art creativity of mixed reality advertising is a pursuit of advertising artistic expression, it is also a summarization of artistic and creative format in advertising expression.The paper consists of six chapters. The first part is the introduction part which introduces the background, aim and rationale of this study, as well as the study content and methods. A review of the current study status both domestically and abroad is also provided. The second part for mixed reality advertising background, mainly introducing the concept of mixed reality theory and its definition. "Now mixed advertising creative reality show", "mixed reality, the purpose of advertising on consumer stronger" to elaborate the present situation of mixed reality advertising design. Chapter 3 is mainly about the influences of mixed reality on the creative advertising design and the characteristics of mixed reality advertising creativity, through which the application of artistic creativity in mixed reality advertising can be expressed. In chapter 4, a conclusion of mixed reality advertising expression pattern, artistic expression features and advertising creative design ideas is made through analysing and comparing the traditional advertising, digital media advertising and mixed reality advertising. Analysis of mixed reality advertising creative development momentum and problems of mixed reality advertising, including the technical, expression pattern and popularity degree, as well as the prospects of mixed advertising are analyzed in chapter 5. Chapter 6 is a conclusion of the overall study outlining the main innovative features and study prospects.