作　　者： ;

机构地区： 广东技术师范大学

出　　处： 《华南师范大学学报：社会科学版》 2017年第4期183-188,共6页

摘　　要： 新媒介和媒体技术的快速发展推动着广告模式的转型,其视觉主导性、信息丰富性和交互性等特质,是推动品牌广告视觉传达叙事转向的客观因素。而视觉传达叙事转向的内在原因则是消费者对故事的需求和品牌形象塑造的要求。叙事导向的视觉传达在广告信息传播效益上优越于传统广告,原因在于其叙事使消费者沉浸于广告所构造的故事世界中。基于叙事型传达的品牌广告策划的重点定位于品牌与消费者的关系,在消费者生活想象中构思广告创意,强调植入式广告策略,大量采用非结构化、拼贴式的视觉叙事手法。 The rapid development of new media and media technology has promoted the transformation of advertising model,for that the characteristics of the new media such as visual dominance,information richness and interactivity are the objective conditions of the transformation,which is to promote the visual communication design using a lot of narrative techniques.The intrinsic reasons of the transformation are the consumer demands for stories and requirements for brand image design.Narrative-oriented visual communication is superior to traditional advertising in the effectiveness of advertising information dissemination as narrative makes consumers immersed in the story world of advertising.The positioning of the narrative type brand advertising planning is the relationship between brand and consumer,creating ideas in the consumers'life imagination,emphasizing the implantation advertising strategy and using a large number of unstructured collage visual narrative techniques.

关 键 词： 新媒介技术 视觉叙事 叙事传输 品牌策划

分 类 号： [J524.3]

领　　域： []