本文選題：新媒介技術　切入點：視覺敘事　出處：《華南師范大學學報(社會科學版)》2017年04期 　論文類型：期刊論文

【摘要】：新媒介和媒體技術的快速發(fā)展推動著廣告模式的轉型,其視覺主導性、信息豐富性和交互性等特質,是推動品牌廣告視覺傳達敘事轉向的客觀因素。而視覺傳達敘事轉向的內在原因則是消費者對故事的需求和品牌形象塑造的要求。敘事導向的視覺傳達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者沉浸于廣告所構造的故事世界中。基于敘事型傳達的品牌廣告策劃的重點定位于品牌與消費者的關系,在消費者生活想象中構思廣告創(chuàng)意,強調植入式廣告策略,大量采用非結構化、拼貼式的視覺敘事手法。
[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】： 廣東技術師范學院視覺傳達系;
【分類號】：J524
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本文編號：1620861