本文選題：新媒介技術(shù)　切入點(diǎn)：視覺(jué)敘事　出處：《華南師范大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版)》2017年04期 　論文類型：期刊論文

【摘要】：新媒介和媒體技術(shù)的快速發(fā)展推動(dòng)著廣告模式的轉(zhuǎn)型,其視覺(jué)主導(dǎo)性、信息豐富性和交互性等特質(zhì),是推動(dòng)品牌廣告視覺(jué)傳達(dá)敘事轉(zhuǎn)向的客觀因素。而視覺(jué)傳達(dá)敘事轉(zhuǎn)向的內(nèi)在原因則是消費(fèi)者對(duì)故事的需求和品牌形象塑造的要求。敘事導(dǎo)向的視覺(jué)傳達(dá)在廣告信息傳播效益上優(yōu)越于傳統(tǒng)廣告,原因在于其敘事使消費(fèi)者沉浸于廣告所構(gòu)造的故事世界中。基于敘事型傳達(dá)的品牌廣告策劃的重點(diǎn)定位于品牌與消費(fèi)者的關(guān)系,在消費(fèi)者生活想象中構(gòu)思廣告創(chuàng)意,強(qiáng)調(diào)植入式廣告策略,大量采用非結(jié)構(gòu)化、拼貼式的視覺(jué)敘事手法。
[Abstract]:The rapid development of new media and media technology promotes the transformation of advertising mode, its visual dominance, information richness and interactivity, and so on. It is the objective factor that promotes the narrative turn of visual communication of brand advertisement, and the intrinsic reason of the narrative turn of visual communication is the demand of the consumer to the story and the requirement of the brand image. The visual communication of narrative direction is in the advertisement letter. The benefits of information dissemination are superior to those of traditional advertising. The reason is that the narrative causes consumers to immerse themselves in the story world constructed by advertisement. Based on the narrative communication, the focus of brand advertising planning is focused on the relationship between brand and consumers, and the idea of advertising is conceived in the imagination of consumer life. Emphasis on placement advertising strategy, a large number of unstructured, collage visual narrative techniques.
【作者單位】： 廣東技術(shù)師范學(xué)院視覺(jué)傳達(dá)系;
【分類號(hào)】：J524
，

本文編號(hào)：1620861