品牌形象在图形虚拟社区中的应用方法研究
发布时间：2018-07-31 19:02
【摘要】： 本研究仅限于静态表现,专门研究品牌如何与原型相结合,不涉及原型设计,不涉及动态表现(包括运动轨迹、节奏、声音、视频等)、也不涉及品牌行为,比如社区主题等。 图形虚拟社区的优势已引起各大企业的关注,纷纷开始利用图形虚拟社区传达品牌形象,建立品牌图形社区。在理论方面,利用图形虚拟社区传达品牌形象是个新生领域,理论研究还未跟上,尤其是虚拟道具设计的基本方法还没有人研究过,因此本研究可以填补相关空白。在实践方面,本研究提出的应用方法,可以帮助企业设计体现品牌形象的图形虚拟社区,从而让消费者在娱乐中体验品牌价值,减缓他们对品牌网络广告的排斥心理,为企业利用图形虚拟社区传达品牌形象的实践作贡献。 本研究从视觉传达设计的角度,总结出虚拟道具的两个构成部分:虚拟道具的原型、品牌形象视觉元素。二者的关系如同“骨架”(虚拟道具的原型)与“皮肤”(品牌形象视觉元素),共同构成了“品牌形象代言者”。提出了“植入”立方体,即用立方体形式表示道具原型、品牌形象视觉元素、“植入”方法之间的关系。通过“植入”立方体,可以将品牌形象视觉元素“植入”于道具原型上,创造既不影响消费者对原型的识别又能体现品牌形象的虚拟道具,让消费者体验虚拟生活的同时,潜移默化地感知、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.
【学位授予单位】：同济大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：TP391.41
本文编号：2156539
[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.
【学位授予单位】：同济大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：TP391.41
【参考文献】
相关期刊论文 前1条
1 柴晋颖;王飞绒;;虚拟社区研究现状及展望[J];情报杂志;2007年05期
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