动漫形象在品牌推广中的视觉创意研究

发布时间：2018-05-07 22:24

本文选题：动漫形象 + 品牌推广　；参考：《山东工艺美术学院》2017年硕士论文

【摘要】：动漫化的视觉形象符号在数字多媒体科技高速发展的背景之下蓬勃发展。视觉创意在其中起到了中流砥柱的作用。动漫产业目前已经日渐成为21世纪的核心产业,由动漫品牌所搭建的世界交互平台促进了各国文化的交流与合作,在动漫形象设计中包含的标识识别、形象识别、色彩系统识别、动漫特征识别、空间质感等视觉元素不仅有利于将动漫艺术的表现张力植根于品牌形象当中,对于品牌影响力的塑造具有重要的作用。其中动漫衍生品在品牌营销策略中备受青睐,品牌推广过程之中动漫衍生品进一步推进了品牌文化的传播与应用。本文通过塑造Q仔这一动漫视觉形象在品牌宣传中的作用和影响价值的分析,总结出Q仔动漫形象在品牌视觉形象应用系统中的品牌情感塑造和具体宣传策略等营销方式。将图像学、符号学、社会学结合经济学与传播学的研究方法相结合探讨出了Q仔动漫形象与品牌结合的创新优势。通过相关延展应用案例进行研究,进一步总结出视觉创意可以通过抽象性、象征性、多元性的表现方式进行视觉创意应用研究,在创意应用中既应存在对于品牌形象推广的高识别性视觉特征,也应结合当下数字化传播媒介的具体应用进行研究。
[Abstract]:Animation visual image symbols in the rapid development of digital multimedia technology under the background of vigorous development. Visual creativity plays a mainstay role in it. The animation industry has become the core industry of the 21st century. The world interactive platform built by the animation brand has promoted the cultural exchange and cooperation between different countries, and the logo recognition and image recognition included in the animation image design. Color system recognition, animation feature recognition, space texture and other visual elements are not only conducive to the animation art performance tension rooted in the brand image, and play an important role in the shaping of brand influence. Among them, animation derivatives are favored in brand marketing strategy. In the process of brand promotion, animation derivatives further promote the spread and application of brand culture. Based on the analysis of the role and influence value of Q Boy in brand propaganda, this paper summarizes the marketing methods of Q Tsai animation image in brand visual image application system, such as brand emotional shaping and specific propaganda strategy. Combining the research methods of graphics, semiotics, sociology with economics and communication, this paper discusses the innovative advantages of the combination of Q Zi animation image and brand. Through the relevant extension of the application of the case study, further summed up that visual creativity can be through abstract, symbolic, diversified ways of expression of visual creative application research, In the creative application, there should not only be a highly recognizable visual feature for brand image promotion, but also a study on the specific application of the current digital media.
【学位授予单位】：山东工艺美术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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