摘要
动漫广告作为当代媒介的重要组成部分,不仅成为动漫亚文化中的一个重要分支,更成为跨越文化背景的视觉文化符号。文章从视觉文化、符号学的角度对新媒体动漫广告的视觉文化传播特征进行初步探讨。一方面,新媒体动漫广告的鲜明符号化令其具有跨文化特征;沉浸式广告中动漫元素的跨媒介应用,赋予了新媒体动漫广告虚拟化的特征;最后,移动网络上的动漫广告结合社交网络,融入了社交化特征。
Animation advertising, as one of the most important components of modern media, having become not only an essential branch of cartoon subculture but also a cross-culture symbol of digital culture. This essay illustrates the digital culture characteristic of new media animation ads from the viewpoint of visual culture and semiology. On the one hand, the vivid symbolic feature enabled the animation ads with transcultural trait. In immersive advertising, the cross-media application of animation elements has visualization character within it. Last but not least, it is more efficient for the public to transmit the animation advertising on mobile network in which demonstrates the publicity of visual culture.
