试论文创产品的感官传播

发布时间：2018-02-26 11:33

本文关键词： 文创产品感官传播感质　出处：《福建论坛(人文社会科学版)》2017年10期 　论文类型：期刊论文

【摘要】：全媒体语境下,文化创意产业诞生多种新颖的业态,呈现出更多感官传播的特征,体现出感性、感质和感官品牌的内涵。感官传播在文创行业具有重要价值,能够触发消费者的感性与认同,引发顾客的喜悦与感动,提升商品附加价值。可以五维感官传播为基础,重新构建全媒体语境下文化创意产业的感官传播新模式:搭建全媒介的品牌接触点;通过品牌接触点形成多模态刺激;多模态刺激背后的隐喻/迷思造就的文化风格;构思故事情节使文化风格实现回忆与共鸣。通过五维感官的多模态设计来提升文创产品的感质程度,通过文化隐喻来深化文创产品的内涵,通过多叙事的故事设计加强文创产品的情感对话,从而创造出更好的文创产品为"中国故事"代言。
[Abstract]:In the context of the whole media , the culture creative industry has a variety of novel forms , showing the characteristics of more sensory transmission , which embodies the connotation of the sensibility , the sense and the sensory brand . The sensory transmission has important value in the literature creation industry . It can trigger the consumer ' s sensibility and identity , promote the customer ' s pleasure and touch , and enhance the added value of the commodity . Through the multi - modal design of the five - dimensional senses , the emotion dialogue of the original product is enhanced through the multi - modal design of the multi - narrative . The emotion dialogue of the original product is enhanced through the multi - narrative story design , thus creating a better original product as the " Chinese story " .

【作者单位】：南昌大学公共管理学院;
【基金】：江西省艺术科学规划项目“全媒体语境下文创产品的感官传播研究”(YG2015012)的阶段性成果国家社科基金青年项目“中国政治视觉修辞的表征与提升策略研究”(17CXW024)的阶段性成果
【分类号】：G124;G206

【相似文献】