跨媒介叙事情景下农产品品牌形象设计研究

Research on Brand Image Design of Agricultural Products in the Context of Cross-Media Narrative

数字化背景下,不同媒介平台之间的联系越来越紧密,在这样的宣传背景之下,农产品品牌形象设计需要进行重新思考。本文通过分析农产品形象在新媒介与传统媒介宣传的优缺点,从而总结出农产品品牌形象在设计时可以从文化、具体化形象、参与式互动叙事出发,使农产品品牌有延展的可能性,从而可以借助不同的媒介环境的优劣来达到更好的宣传目的。

In the context of digitalization,the connection between different media platforms is becoming more and more close,and the brand image design of agricultural products needs to be rethought.By analyzing the advantages and disadvantages of agricultural product image in new media and traditional media publicity,this paper summarizes that the brand image of agricultural products can be designed from culture,concrete image and participatory interactive narrative to make agricultural product brands have the possibility of extension,so that the advantages and disadvantages of different media environments can be used to achieve better publicity purposes.