新媒体广告中虚拟代言形象的塑造

发布时间：2018-08-09 08:37

【摘要】：在新媒体广告环境下,明星代言人的式微与虚拟代言形象在成本、媒体适应性、品牌专属度、灵活的可塑性、艺术表现方式多样等方面优势,使企业进行品牌推广时有更广泛的选择。很多公司在这方面做出了有益尝试,也收到较好的回报,但是从整体上来说还没有引起大部分企业的重视,没有从企业长远发展的角度塑造一个稳定的、有持续生命力的、原创的企业形象,从而健康有序的进行商业活动。本文首先从虚拟代言形象的界定、分类、功能、艺术特征和数字化时代烙印等方面做简要概述。其次,分析了虚拟代言形象的优势,并从消费符号、消费心理、消费群体形态特征、泛动态影像时代特征几个方面分析其流行的理论依据。然后,是分析虚拟代言形象的设计元素需体现企业形象、企业的创新力与角色的超能力、企业的娱乐性与艺术治疗、企业文化理念与角色的文化符号等方面要素,同时还应当具备商品竞争力、角色的文化功能、高度的互动性、旺盛的生命力、引导实践性和角色时代感几个流行因素。再次,分析虚拟代言形象的媒体传播途径,分析了网络、游戏、数字电视、数字户外广告、手机和其他移动设备的特点和优势,并分析了企业宣传的广告策略,总结了企业以虚拟代言形象为推广主角的产业链分析和广告运作模式。最后,分析了适合我国企业虚拟代言形象发展的推广问题,让企业认识到虚拟代言形象的优势,并总结适合中国企业进行角色行销的几点思考。根据未来媒体的发展趋势,虚拟产业经济下的品牌形象塑造需要以虚拟代言形象为攻心术的实施者,达到企业盈利的目的。
[Abstract]:In the new media advertising environment, the declining and virtual endorsements of celebrity spokesmen have the advantages of cost, media adaptability, brand specificity, flexible plasticity, variety of artistic expression, etc. Make the enterprise carry on the brand promotion to have the wider choice. Many companies have made useful attempts in this respect and received better returns, but on the whole they have not attracted the attention of most enterprises, and have not created a stable, sustainable one from the perspective of the long-term development of the enterprises. Original corporate image, thus healthy and orderly business activities. Firstly, this paper gives a brief overview of the definition, classification, function, artistic features and the brand of the digital era of virtual endorsements. Secondly, this paper analyzes the advantages of virtual endorsements, and analyzes the theoretical basis of its popularity from the aspects of consumption symbols, consumer psychology, the characteristics of consumer group morphology and the characteristics of the pan-dynamic image era. Then, it is necessary to analyze the design elements of virtual endorsement image, such as the enterprise image, the innovation ability of the enterprise and the super ability of the role, the entertainment and art therapy of the enterprise, the concept of enterprise culture and the cultural symbol of the role, and so on. At the same time, we should also have the commodity competitiveness, the cultural function of the role, the high interaction, the exuberant vitality, the guidance practice and the role time feeling several popular factors. Thirdly, it analyzes the media communication channels of virtual endorsement image, analyzes the characteristics and advantages of network, games, digital TV, digital outdoor advertising, mobile phone and other mobile devices, and analyzes the advertising strategies of enterprises. This paper summarizes the industry chain analysis and advertising operation mode in which the virtual endorsement image is used as the main role. Finally, this paper analyzes the promotion of virtual endorsements for Chinese enterprises, makes enterprises realize the advantages of virtual endorsements, and summarizes some thoughts on role marketing suitable for Chinese enterprises. According to the development trend of the media in the future, the brand image molding under the virtual industry economy needs to take the virtual endorsement image as the implement of attacking the mind, to achieve the purpose of enterprise profit.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3;F713.8

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