| 摘要: |
| 目的 针对互联网时代全新的消费机制，探明虚拟偶像这一新的消费符号在品牌设计中的原理、功能和发展趋势。方法 使用符号学与图像学方法，从品牌设计、大众文化、日常审美和跨文化传播4个维度入手，通过对比真人偶像、动漫拟人形象和虚拟偶像的不同品牌设计原理，总结出基于虚拟偶像符号的品牌设计与传播策略。结论 在互联网时代，虚拟偶像不仅契合了数字符号消费潮流，建立了全新的品牌机制，创造出品质稳定、个性多元、视觉效果高度风格化的品牌形象，也促进了企业品牌思维的革新。 |
| 关键词: 虚拟偶像 品牌形象 符号消费 品牌传播 |
| DOI：10.19554/j.cnki.1001-3563.2021.18.034 |
| 分类号:J01 |
| 基金项目:2018教育部人文社科项目(18YJCZH136) |
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| Brand Image Design and Communication Based on Virtual Idols |
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NIU Min, CHEN Gang
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(Hubei University of Technology, Wuhan 430068, China)
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| Abstract: |
| In view of the new consumption mechanism and ecology in the Internet era, this article aims to explore the principle, function and development trend of virtual idol as a new consumer symbol in brand design. Using semiotics and iconography, based on four dimensions of brand design, mass culture, daily aesthetics and cross-cultural communication, it compares different brand design strategies of real idol, anime personification and virtual idol, and summarizes brand design methods and principles based on virtual idol. In the Internet age, virtual idols not only conform to the trend of digital symbol consumption, create the new brand mechanism, create brand images with stable quality, multiple personality and highly stylized visual effect, but also promote the innovation of brand thinking. |
| Key words: virtual idol brand image symbol consumption brand communication |
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