摘要
二次元文化作为青年亚文化表征,商业化收编是最常见的形式,青年群体的情感需求为促使青年群体消费二次元商品提供了外在条件。品牌借势二次元IP传播有着诸多优势:多元媒体整合下的“多点触达”、粉丝社群内部成员形成有机联结、借助二次元IP有助于完成品牌核心创意点传达,由此完成了创意点的接触—沟通—传达机制。
As a representation of youth subculture,the quadratic element culture commercialization is the most common form.The emotional needs of the youth group provide them with external conditions for the youth group to consume the quadratic culture derivatives.There are many propagating advantages of brand’s cooperation with quadratic element IP,including“multi-touch”under multi-media integration,organic bonding among members of the fan community,and the completion of the core creative point communication through IP.Through the cooperation,it finally forms the mechanism of creative point of contact-communication-propagation.
作者
陈维超
薛晓莹
CHEN Weichao;XUE Xiaoying(College of Journalism and Communication,Hunan Normal University,Changsha,Hunan 410081,China;College of Literature and Journalism,Xiangtan University,Xiangtan,Hunan 411105,China)
出处
《重庆三峡学院学报》
2019年第6期42-48,共7页
Journal of Chongqing Three Gorges University
基金
中国博士后科学基金第64批面上资助项目(2018M642985)
湖南省社会科学成果评审委员会课题“基于IP化运营的数字出版产业创新研究”(XSP18YBC015)
湖南省博士后日常经费资助项目(湘财社[2019]14号)
关键词
品牌传播
借势营销
二次元
IP
brand propagation
borrowing marketing
quadratic element
IP
