基于新媒体动漫设计的城市品牌形象传播研究

目前的城市品牌建设主要集中在城市整体视觉构成要素上,传播形式以海报和实景拍摄城市宣传片为主,对城市品牌动态传播的关注较少。结合新媒体动画特征来看,城市品牌传播比较可行的选择是新媒体加动漫的表现方式。从对静态展示的关注转向动态传播,是城市品牌构建与宣传行之有效的对策。新媒体动漫从大众心理需求出发,生动有趣地展示城市文化发展过程,改变单向传播模式,与观众互动,形成多媒体全方位的多元传播模式。新媒体动漫的表现形式为城市品牌传播提供了一条新的途径,结合新媒体技术的创新表现形式,扩大城市品牌的传播范围,将中国城市推向世界。

City Brand Image Communication Based on New Media Animation Design

At present, the construction of city brand mainly focuses on the visual elements of the whole city, and the forms of communication are mainly posters and real-life city propaganda films. In view of that less attention has been paid to the dynamic communication of city brand, according to the characteristics of new media animation, the more feasible choice of city brand communication is new media animation. Transferring from static display to dynamic communication is an effective strategy for city brand construction and publicity. From the public psychological needs, new media animation shows the development process of city culture vividly and interestingly, changes the one-way communication mode, interacts with the audience, and forms a multi-media omni-directional communication mode. The new media animation provides a new way for the city brand communication. Combined with the innovative expression of new media technology, the scope of city brand communication is expanded, thus promoting Chinese cities to the world.