| 王莉.品牌危机舆论中视觉形象的弱传播[J].包装工程,2020,40(22):197-200, 206. |
| 品牌危机舆论中视觉形象的弱传播 |
| Weak Communication of Visual Image in Brand Crisis Public Opinion |
| 投稿时间：2020-10-10 |
| DOI：10.19554/j.cnki.1001-3563.2020.22.031 |
| 中文关键词: 吉祥物 视觉修辞 品牌形象 弱传播 |
| 英文关键词: mascot visual rhetoric brand image weak communication |
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| 中文摘要: |
| 目的 品牌在面对突如其来的危机时应怎样传播品牌形象？视觉形象的关注是品牌舆论形成的起点，图像和视频，作为品牌价值和品牌形象传播的工具和媒介，应传达其对消费者的关注和尊重。方法 基于钉钉、腾讯、欧莱雅、纯甄等品牌案例的分析，提炼品牌形象的视觉构成，借助弱传播的假说理论，解读品牌危机处理中吉祥物和人物符号传递出的“示弱”、“卖弱”、“同弱”、“敬弱”等价值取向，探究品牌传播过程中视觉形象的修辞功能和传播机制，分析视觉形象在品牌舆论危机传播中的重要性。结论 作为工具和媒介的视觉形象，它勾连着品牌和消费者的情感，无论是强势品牌、新兴品牌、利基品牌亦或墓地品牌，面对消费者，唯有以“弱者”的姿态，才能化解品牌危机，重塑品牌形象。 |
| 英文摘要: |
| How should a brand spread its brand image in the face of a sudden crisis? The attention to visual image is the starting point for the formation of brand public opinion. Images and videos as the tools and carriers to spread the brand value and brand personality need to convey the attention and respect to consumers. Based on the case analysis of DingTalk, Tencent, L’Oreal, Chunzhen and other brands, the visual constituents of brand image were extracted and the value orientation of “showing weakness”, “showing off weakness”, “sharing weakness” and “respecting weakness” expressed by mascots and character symbols in brand crisis treatment was interpreted. The communication mechanism of visual image in the process of brand communication was explored, and the importance of visual image in the communication of brand public opinion crisis was analyzed. The visual image as a tool and carrier links the emotions of the brand and consumers. Whatever it is a strong brand, a new brand, a niche brand or a graveyard brand, when facing the consumers, it can only resolve the brand crisis and reshape the brand image by the attitude of a “weaker”. |
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