美食直播中的传播策略与色彩应用浅析——以《寻味海南》直播节目为例

A Brief Analysis Of Communication Strategy And Color Application In Food Live Broadcast--A Case Study of"Thinking of Hainan"Live Broadcast

本文采用案例分析法,以《寻味海南》直播节目为例,探讨了色彩在新媒体时代海南美食海外传播中的作用和美食传播策略。研究指出,色彩在食欲激发、视觉传达、文化传播、情感共鸣、品牌塑造、市场营销等方面至关重要。节目通过直播互动、社群营销、主题多样化、社交媒体推广等多元化等策略,提升了海南美食的国际形象和传播力。结论强调,这些色彩应用和传播策略为海南及其他地方美食文化的国际传播提供了新视角和经验。

This paper uses case analysis to discuss the role of color in the overseas communication of Hainan cuisine in the new media era and the strategy of food communication by taking the live broadcast of"Thinking of Hainan"as an example.Research points out that color is crucial in appetite stimulation,visual communication,cultural communication,emotional resonance,brand building,marketing and so on.Through live interaction,social marketing,theme diversification,social media promotion and other diversified strategies,the program has enhanced the international image and communication power of Hainan cuisine.The conclusion emphasizes that these color application and communication strategies provide a new perspective and experience for the international dissemination of Hainan cuisine culture and other places.