新媒介驱动下的视觉传达与品牌策划创新

发布时间：2018-03-16 17:12

  本文选题：新媒介技术　切入点：视觉叙事　出处：《华南师范大学学报(社会科学版)》2017年04期 　论文类型：期刊论文

【摘要】：新媒介和媒体技术的快速发展推动着广告模式的转型,其视觉主导性、信息丰富性和交互性等特质,是推动品牌广告视觉传达叙事转向的客观因素。而视觉传达叙事转向的内在原因则是消费者对故事的需求和品牌形象塑造的要求。叙事导向的视觉传达在广告信息传播效益上优越于传统广告,原因在于其叙事使消费者沉浸于广告所构造的故事世界中。基于叙事型传达的品牌广告策划的重点定位于品牌与消费者的关系,在消费者生活想象中构思广告创意,强调植入式广告策略,大量采用非结构化、拼贴式的视觉叙事手法。
[Abstract]:The rapid development of new media and media technology promotes the transformation of advertising mode, its visual dominance, information richness and interactivity, and so on. It is the objective factor that promotes the narrative turn of visual communication of brand advertisement, and the intrinsic reason of the narrative turn of visual communication is the demand of the consumer to the story and the requirement of the brand image. The visual communication of narrative direction is in the advertisement letter. The benefits of information dissemination are superior to those of traditional advertising. The reason is that the narrative causes consumers to immerse themselves in the story world constructed by advertisement. Based on the narrative communication, the focus of brand advertising planning is focused on the relationship between brand and consumers, and the idea of advertising is conceived in the imagination of consumer life. Emphasis on placement advertising strategy, a large number of unstructured, collage visual narrative techniques.
【作者单位】： 广东技术师范学院视觉传达系;
【分类号】：J524
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本文编号：1620861