动漫形象在服装品牌推广中的应用研究

发布时间：2018-01-23 06:51

本文关键词： 动漫形象服装品牌设计应用推广　出处：《浙江理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：动漫形象基于人们的真实生活体验,并接受社会集体意识约束,能够进行人格化的表达,体现人们的意识与意志。同时,动漫形象又以其适度夸张的形象和夸张适度的内涵为人们所接受。因此当其被运用到具体的传播过程中时不仅具备了传递信息的功能,还具备了真人无法具备的诸多优点。在信息传播日趋海量化、符号化但又同时要求精确化与人文化的当下,动漫形象以其近乎低廉的价格、平民化特点与近乎完美的形象和可塑性逐渐使人们意识到其在包含品牌推广在内的传播领域中的巨大潜在价值。正因为如此,近十多年来动漫形象才被广泛应用于包括服装行业在内的各个领域。由于我国特殊的发展历程,使得我国动漫形象在服装品牌推广中的应用发展也较为缓慢。在包含服装品牌塑造、设计与服装品牌营销两大环节中,动漫形象均经历了由单一的图形和符号元素应用到具体营销手段的应用的历程；在具体的应用范围上也正逐渐经历着由童装为主、成衣为辅到逐渐覆盖较为各个年龄段；而在具体的应用目的上则也经历了由提升短期销售业绩到改变此前品牌形象,并最终以动漫形象作为全新品牌形象维护力量的发展过程。整体而言,我国在服装品牌推广中对动漫形象的应用基本符合市场规律。其逐步经历了单纯的卡通装饰性推广、自主研发形象的立体型推广和尝试故事化整体的综合授权与多层次衍生复合型推广应用的三个主要阶段,逐渐显得成熟和丰富。同时,笔者认为,动漫形象在服装品牌推广中不仅需要以立体型的方式对动漫形象加以开发和应用,以促使推广活动丰富有层次；此外还需要对动漫形象进行筛选和甄别,选取或研制与服装品牌气质相符、能够对服装品牌进行系统推广与延伸的动漫形象进行推广活动。随着我国服装与动漫行业的日渐成熟,人们也日益注重信息的传播质量与品牌内涵,人们对于服装品牌的细节设计与信息传播的要求都将日益增高,如何进行人文化的魅力型传播将是所有服装品牌推广中都要考虑的问题,而动漫形象无疑将在其中发挥重要的作用。
[Abstract]:Animation image based on people's real life experience, and accept the social collective consciousness constraints, can be personalized expression, reflect people's consciousness and will. At the same time. Animation image with its moderately exaggerated image and exaggeration moderate connotation for people to accept, so when it is used in the specific process of communication, not only has the function of transmitting information. Also has many advantages which the real person cannot have. In the information dissemination increasingly sea quantization, symbolization but at the same time require precision and human culture at the moment, animation image with its near low price. Civilian characteristics and almost perfect image and plasticity gradually make people realize its great potential value in the field of communication including brand promotion. Animation image has been widely used in the past decade, including the clothing industry in various fields. Because of the special development course of our country, the application of animation image in clothing brand promotion is also relatively slow. In the two major links, including clothing brand shaping, design and clothing brand marketing. Animation image has experienced from a single graphic and symbolic elements to the application of specific marketing means of the process; In the specific scope of application is also gradually experienced by the children's clothing mainly, clothing to gradually cover the various age groups; But in the concrete application goal has also experienced the promotion short-term sales performance to change the previous brand image, and finally takes the animation image as the brand-new brand image maintenance strength the development process. As a whole, the application of animation image in clothing brand promotion in China basically accords with the market law. It has gradually experienced a simple cartoon decorative promotion. Independent R & D image of the three-dimensional promotion and try to story the overall comprehensive authorization and multi-level derivative complex extension of the three main stages, gradually appear mature and rich. At the same time, the author thinks. Animation image not only need to be developed and applied in the fashion brand promotion, but also need to be developed and applied in a three-dimensional way, in order to promote the promotion activities rich and hierarchical; In addition, we also need to screen and screen the animation image, select or develop it in line with the clothing brand temperament, can promote and extend the animation image of the clothing brand systematically. With the growing maturity of the clothing and animation industry in China, people pay more and more attention to the quality of information dissemination and brand connotation. How to spread the charm of human culture will be considered in the promotion of all clothing brands, and animation image will undoubtedly play an important role in it.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524;F426.86

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