新媒介驱动下的视觉传达与品牌策划创新

Visual communication and brand planning innovation driven by new media

近年来,新媒介技术推动着新媒介快速发展,广告模式也发生了重要改变,基于新媒介自身交互性强、视觉主导性以及信息充足等特点,全面促使广告视觉传达实现叙事转向。本文首先介绍新媒介驱动下广告模式的转变,以及视觉传达实现叙事转向的必要性,并重点分析叙事型视觉传达的品牌广告策划当中的广告定位、广告创意、广告策略以及视觉叙事手法。

in recent years, new media technology to promote the rapid development of new media, advertising is an important change, based on new media interactive and visual dominance as well as the information is sufficient, comprehensive advertising visual communication realizes narrative shift. This paper introduces the new media advertising model driven by change, and realize the necessity of narrative to visual communication, and focuses on analyzing the narrative model of visual communication of the brand advertising planning advertising positioning, advertising creative, advertising strategy and visual narratives.