互联网品牌原创卡通形象的应用研究

发布时间：2018-05-30 18:50

本文选题：互联网品牌 + 原创卡通形象　；参考：《暨南大学》2017年硕士论文

【摘要】：卡通形象伴随着人类走过漫长的历史,与人类的出现和发展相伴相生,不仅在文化发展中扮演了重要角色,也在经济发展中也起到了重要作用,研究卡通形象非常必要。在互联网品牌遍地开花的今天,卡通形象虽被广泛应用于互联网品牌,但由于互联网经济的粗放化经营,使得卡通形象在蓬勃发展的同时又出现了许多问题。本研究立足于当前互联网发展大背景,选取有代表性的互联网品牌原创卡通形象,尝试利用内容分析法挖掘互联网品牌原创卡通形象的应用情况和应用规律。从行业上看,原创卡通形象在电商购物、学习工作、社交娱乐等行业应用较广;从类型上看,动物类原创卡通形象应用最广;从表情上看,面带笑的卡通形象应用最广;从动作上看,手势的应用最为广;从部位上看,全身形象应用最广泛。此外,不同行业的原创卡通形象与原创卡通形象的类型、动作有显著关系,但与表情、部位没有显著关系,不同类型的原创卡通形象与表情和部位有显著关系,与动作没有显著关系。传统品牌和互联网品牌对原创卡通形象的应用既有相同之处,又有不同之处。相同之处是传统品牌和互联网品牌都广泛应用动物类卡通形象和全身形象;不同之处是传统品牌的原创卡通形象主要应用于衣食住行等基础性行业,且传统品牌的原创卡通形象多以成人视角呈现,互联网品牌的原创卡通形象多以儿童视角呈现。将互联网品牌原创卡通形象的基本应用情况和传统品牌进行对比发现,互联网品牌和传统品牌的应用情况虽有差异,但都遵循信息传播和品牌传播规律。都是通过对卡通形象类型、表情、动作和部位的选择,使得卡通形象与品牌调性最大限度地匹配,从而达到缩短品牌意义迁移路程,减少品牌编码者(品牌创建者)和译码者(消费者)的理解偏差,提高传播效果的目的。
[Abstract]:The cartoon image has gone through a long history with the appearance and development of mankind. It not only plays an important role in the cultural development, but also plays an important role in the economic development. It is very necessary to study the cartoon image. Nowadays, cartoon characters are widely used in Internet brands, but because of the extensive operation of Internet economy, there are many problems in the development of cartoon images at the same time. This research is based on the background of the current Internet development, selects the representative Internet brand original cartoon image, tries to use the content analysis method to excavate the Internet brand original cartoon image application situation and the application rule. From the industry point of view, the original cartoon image is widely used in e-commerce shopping, study work, social entertainment and other industries; from the type point of view, the animal original cartoon image is the most widely used; from the expression point of view, the face smiling cartoon image is the most widely used; In terms of movement, gesture is the most widely used, and the whole body image is the most widely used in the position. In addition, the original cartoon images in different industries have a significant relationship with the types and movements of original cartoon images, but have no significant relationship with facial expressions and parts, and different types of original cartoon images have significant relations with facial expressions and parts. It has nothing to do with movement. Traditional brands and Internet brands have similarities and differences in the application of original cartoon images. The same thing is that traditional brands and Internet brands both widely use animal cartoon images and full-body images. The difference is that the original cartoon images of traditional brands are mainly used in basic industries such as food, clothing, housing and transportation. The original cartoon images of the traditional brands are mostly from the adult perspective, and the original cartoon images of the Internet brands are mostly from the children's perspective. Comparing the basic application of original cartoon image of Internet brand with traditional brand, it is found that the application of Internet brand and traditional brand is different, but they all follow the law of information dissemination and brand communication. Through the choice of cartoon image type, expression, action and position, the cartoon image and brand tone can be matched to the maximum extent, thus shortening the brand meaning transfer path. The purpose of improving the communication effect is to reduce the misunderstandings between brand coders (brand creators) and decoder (consumers).
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F274;G206

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