媒介融合语境下品牌IP形象叙事化设计方案研究

Research on Brand IP Image Narrative Design Scheme in the Context of Media Convergence

随着科技的不断发展进步,数字技术的应用让媒体创新有了强有力的技术保障,新媒体由此出现,并推动了媒介融合的深入发展。受此影响,媒体行业的运作模式也发生了巨大改变,品牌IP形象的设计定位更注重于在跨媒介叙事过程中,从受众角度和内容生产层面进行自我赋权和个体表达的体现。基于此,在开展IP形象叙事化设计的过程中,应结合多元媒介,利用叙事语言与叙事媒介的结构,对主体、情节进行设计,充分满足品牌IP形象在叙事能力、可交互性、可延展性方面的设计与传播需求,达到更好的提升品牌竞争力的目的,使品牌IP在具有强烈视觉辨识性的同时,还能获得受众强烈的情感认同,从而进一步展现品牌内容的深度和广度。文章阐述了媒介融合语境下跨媒介叙事的起源与条件,并就品牌IP形象的叙事化设计方案的制定进行了分析。

With the continuous development and progress of the society,the application of digital technology provides a strong technical guarantee for media innovation,and the emergence of new media promotes the development and deepening of media convergence.Influenced by this background,the operation mode of the media industry has undergone great changes.The design positioning of brand IP image is more focused on the reflection of selfempowerment and individual expression from the perspective of audiences and content production in the process of cross-media narrative.Therefore,IP image narrative in the design process,should be combined with the integration of multiple media,through the use of the structure of the narrative language and narrative medium,on the subject,plot design,fully meet the brand IP image narrative ability,interoperability and scalability design and communication needs,achieve the purpose of better promote the competitiveness of the brand content and brand IP in a strong visual recognition at the same time,still can obtain audience strong emotion recognition,thus further promote the depth and breadth of brand content.This paper expounds the origin and conditions of cross-media narrative in the context of media convergence,and analyzes the formulation of the narrative design scheme of brand IP image.