【摘要】： 本研究僅限于靜態(tài)表現(xiàn),專門研究品牌如何與原型相結(jié)合,不涉及原型設(shè)計,不涉及動態(tài)表現(xiàn)(包括運動軌跡、節(jié)奏、聲音、視頻等)、也不涉及品牌行為,比如社區(qū)主題等。 圖形虛擬社區(qū)的優(yōu)勢已引起各大企業(yè)的關(guān)注,紛紛開始利用圖形虛擬社區(qū)傳達品牌形象,建立品牌圖形社區(qū)。在理論方面,利用圖形虛擬社區(qū)傳達品牌形象是個新生領(lǐng)域,理論研究還未跟上,尤其是虛擬道具設(shè)計的基本方法還沒有人研究過,因此本研究可以填補相關(guān)空白。在實踐方面,本研究提出的應(yīng)用方法,可以幫助企業(yè)設(shè)計體現(xiàn)品牌形象的圖形虛擬社區(qū),從而讓消費者在娛樂中體驗品牌價值,減緩他們對品牌網(wǎng)絡(luò)廣告的排斥心理,為企業(yè)利用圖形虛擬社區(qū)傳達品牌形象的實踐作貢獻。 本研究從視覺傳達設(shè)計的角度,總結(jié)出虛擬道具的兩個構(gòu)成部分:虛擬道具的原型、品牌形象視覺元素。二者的關(guān)系如同“骨架”(虛擬道具的原型)與“皮膚”(品牌形象視覺元素),共同構(gòu)成了“品牌形象代言者”。提出了“植入”立方體,即用立方體形式表示道具原型、品牌形象視覺元素、“植入”方法之間的關(guān)系。通過“植入”立方體,可以將品牌形象視覺元素“植入”于道具原型上,創(chuàng)造既不影響消費者對原型的識別又能體現(xiàn)品牌形象的虛擬道具,讓消費者體驗虛擬生活的同時,潛移默化地感知、接受品牌形象。
[Abstract]:This study is limited to static performance, focusing on how brands are combined with archetypes, not prototype design, dynamic performance (including track, rhythm, sound, video, etc.) or brand behavior, such as community themes. The advantages of graphic virtual community have attracted the attention of many enterprises. They have begun to use the virtual community to convey brand image and establish brand graphic community. In theory, the use of graphic virtual community to convey brand image is a new field, theoretical research has not been kept up, especially the basic method of virtual props design has not been studied, so this study can fill in the relevant gaps. In practice, the application method proposed in this study can help enterprises to design graphic virtual communities that reflect brand image, so that consumers can experience brand value in entertainment, and reduce their rejection of brand online advertising. For enterprises to use graphics virtual community to convey brand image practice to contribute. From the angle of visual communication design, this study summarizes two components of virtual props: prototype of virtual props and visual elements of brand image. The relationship between them is like "skeleton" (prototype of virtual props) and "skin" (visual element of brand image), which together constitutes "brand image endorser". This paper puts forward the relation between "implant" cube, which means props prototype, visual elements of brand image and method of "implantation" in cube form. By "embedding" the cube, the visual elements of the brand image can be "implanted" on the props prototype, creating virtual props that not only do not affect consumers' recognition of the prototype but also reflect the brand image, so that consumers can experience virtual life at the same time. Imperceptibly perceives, accepts the brand image.
【學(xué)位授予單位】：同濟大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：TP391.41

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相關(guān)期刊論文 前1條

1 柴晉穎;王飛絨;;虛擬社區(qū)研究現(xiàn)狀及展望[J];情報雜志;2007年05期

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本文編號：2156539