数字场景下品牌形象设计的机制与表现
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引用本文:方 敏,孙同文.数字场景下品牌形象设计的机制与表现[J].湖南大学学报社会科学版,2024,(2):119-126
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作者单位
方 敏,孙同文 (苏州大学 艺术学院江苏 苏州 215123) 
中文摘要:在数字化时代,品牌形象设计与数字场景之间建立了深刻的联系。这种关联体现在品牌形象设计对数字媒介的响应,以及与人文和社会场景的交融。这揭示了品牌形象设计的新机制和新表现。通过采用场景理论模型,构建基于人、机、物的数字场景,进而分析了这种关联对品牌形象设计在共构、交互和认知性方面的生发机制。进一步阐述了随着数字技术的嵌入和互联,品牌形象在新的补贴机制、关系机制下设计范式的转变,以及对人、机、物生产关系的改变,以此探讨数字场景对品牌形象设计的影响,以及在新语境下品牌形象设计的内涵和外延。
中文关键词:数字化  品牌形象设计  场景理论  机制建构
 
Mechanisms and Representations of Brand Image Design in the Digital Scene
Abstract:In the digital era, brand image design has become deeply intertwined with digital environments. This interconnection is manifested in how brand image design responds to digital media through technological advancements and interacts with cultural and social contexts, revealing new mechanisms and expressions in brand image design. By employing the model based on the theory of scenes, a framework centered on human, machine, and object within digital scen is constructed. This analysis elucidates the generative mechanisms of brand image design concerning co-construction, interaction, and cognitive aspects within that association. The discourse further expounds upon the integration and interconnectivity of digital technologies, exploring the paradigmatic shifts in brand image design under new subsidy and relational mechanisms. This examination is extended to consider the alterations in the production relationships among human, machine, and object, thereby scrutinizing the ramifications of digital landscapes on brand image design, and redefining its implications and scope in a novel context.
keywords:digitization  brand image design  the theory of scenes  mechanism construction
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