本文選題：動(dòng)漫形象 + 品牌推廣　； 參考：《山東工藝美術(shù)學(xué)院》2017年碩士論文

【摘要】：動(dòng)漫化的視覺(jué)形象符號(hào)在數(shù)字多媒體科技高速發(fā)展的背景之下蓬勃發(fā)展。視覺(jué)創(chuàng)意在其中起到了中流砥柱的作用。動(dòng)漫產(chǎn)業(yè)目前已經(jīng)日漸成為21世紀(jì)的核心產(chǎn)業(yè),由動(dòng)漫品牌所搭建的世界交互平臺(tái)促進(jìn)了各國(guó)文化的交流與合作,在動(dòng)漫形象設(shè)計(jì)中包含的標(biāo)識(shí)識(shí)別、形象識(shí)別、色彩系統(tǒng)識(shí)別、動(dòng)漫特征識(shí)別、空間質(zhì)感等視覺(jué)元素不僅有利于將動(dòng)漫藝術(shù)的表現(xiàn)張力植根于品牌形象當(dāng)中,對(duì)于品牌影響力的塑造具有重要的作用。其中動(dòng)漫衍生品在品牌營(yíng)銷策略中備受青睞,品牌推廣過(guò)程之中動(dòng)漫衍生品進(jìn)一步推進(jìn)了品牌文化的傳播與應(yīng)用。本文通過(guò)塑造Q仔這一動(dòng)漫視覺(jué)形象在品牌宣傳中的作用和影響價(jià)值的分析,總結(jié)出Q仔動(dòng)漫形象在品牌視覺(jué)形象應(yīng)用系統(tǒng)中的品牌情感塑造和具體宣傳策略等營(yíng)銷方式。將圖像學(xué)、符號(hào)學(xué)、社會(huì)學(xué)結(jié)合經(jīng)濟(jì)學(xué)與傳播學(xué)的研究方法相結(jié)合探討出了Q仔動(dòng)漫形象與品牌結(jié)合的創(chuàng)新優(yōu)勢(shì)。通過(guò)相關(guān)延展應(yīng)用案例進(jìn)行研究,進(jìn)一步總結(jié)出視覺(jué)創(chuàng)意可以通過(guò)抽象性、象征性、多元性的表現(xiàn)方式進(jìn)行視覺(jué)創(chuàng)意應(yīng)用研究,在創(chuàng)意應(yīng)用中既應(yīng)存在對(duì)于品牌形象推廣的高識(shí)別性視覺(jué)特征,也應(yīng)結(jié)合當(dāng)下數(shù)字化傳播媒介的具體應(yīng)用進(jìn)行研究。
[Abstract]:Animation visual image symbols in the rapid development of digital multimedia technology under the background of vigorous development. Visual creativity plays a mainstay role in it. The animation industry has become the core industry of the 21st century. The world interactive platform built by the animation brand has promoted the cultural exchange and cooperation between different countries, and the logo recognition and image recognition included in the animation image design. Color system recognition, animation feature recognition, space texture and other visual elements are not only conducive to the animation art performance tension rooted in the brand image, and play an important role in the shaping of brand influence. Among them, animation derivatives are favored in brand marketing strategy. In the process of brand promotion, animation derivatives further promote the spread and application of brand culture. Based on the analysis of the role and influence value of Q Boy in brand propaganda, this paper summarizes the marketing methods of Q Tsai animation image in brand visual image application system, such as brand emotional shaping and specific propaganda strategy. Combining the research methods of graphics, semiotics, sociology with economics and communication, this paper discusses the innovative advantages of the combination of Q Zi animation image and brand. Through the relevant extension of the application of the case study, further summed up that visual creativity can be through abstract, symbolic, diversified ways of expression of visual creative application research, In the creative application, there should not only be a highly recognizable visual feature for brand image promotion, but also a study on the specific application of the current digital media.
【學(xué)位授予單位】：山東工藝美術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524

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