新媒体语境下古城文化品牌形象探究——以商丘古城为例.pdf

新媒体语境下古城文化品牌形象探究——以商丘古城为例 摘 要 在国家经济的快速发展和人们精神需求的日益增长的情况下，旅游业发展繁荣，各 个景点之间的竞争越来越激烈，因此古城要树立自己的品牌形象，才能给人留下深刻的 印象。 本次设计以我的家乡商丘古城的品牌设计为例，主要研究在新媒体语境下丰富的传 播方式，把传统的视觉符号通过符合新媒体语境传播的形式进行探究。 古城品牌形象的建立迫在眉睫。新媒体语境的不断发展，人们对视觉的体验要求越 来越高，传统媒介的文化传播已经跟不上现代互联网时代的发展步伐。所以现在的古城 品牌形象的传播是建立在新媒体语境下的新旧媒介的融合作为载体。 本文主要研究新媒体语境下丰富的传播方式，把传统的视觉符号通过符合新媒体语 境传播的形式进行探究，把提炼的视觉符号加入到商丘古城的品牌形象设计，通过新媒 体的加持推动商丘古城文化的传承，以及古城视觉形象与新媒体语境传播方式的融合。 使商丘古城文化底蕴得到有效的传播，提升其商业价值，提高审美价值，希望能更好的 传播商丘历史文化。 关键词： 品牌形象；新媒体语境；视觉符号；动态化 I Research on the Brand Image of Ancient City Culture under the Context of New Media——Taking Shangqiu Ancient City as an example Abstract With the rapid development of the national economy and the growing demand for peoples spiritual needs, the tourism industry is booming and the competition between the various attractions is becoming more and more fierce. Therefore, the ancient city must establish its own brand image to make a deep impression. . This design takes the brand design of Shangqiu Ancient City in my hometown as an example. It mainly studies the rich communication methods in the context of new media, and explores the traditional visual symbols through the form of communication in line with the new media context. The establishment of the brand image of the ancient city is imminent. With the continuous development of the new media context, peoples experience of visual experience is getting higher and higher, and the cultural communication of traditional media has not kept pace with the development of the modern Internet era. Therefore, the spread of the brand image of the ancient city is based on the integration of new and old media in the context of new media