设计体验下品牌营销广告的“游戏”特征研究

“Game” Characteristics of Brand Marketing Advertising under Design Experience

中文关键词: 游戏  设计体验  品牌营销广告  情感

英文关键词: game  design experience  brand marketing advertising  emotion

中文摘要:

      目的 基于体验理论的归纳和分析，研究设计体验下“游戏”的内涵，建立一种新型的“游戏”模式，剖析品牌营销广告的“游戏”特征，力图为体验下品牌营销广告的多元化发展提供有益的借鉴，帮助企业拓展营销思路，创新营销策略，丰富营销模式，提高经济收益。方法 将“设计的三个层次”作为研究“游戏”特征的重要理论依据，从本能层、行为层、反思层为“游戏”赋予新的内涵。结合优秀设计案例进行分析研究，整合并探讨创新有效的“游戏”特性。结论 从“人”的情感出发，在体验中对“游戏”内涵进行感官、操作和回忆三个维度的建立，提出“游戏”特征为融媒体时代品牌营销广告带来了新的机遇与发展。将融媒体时代品牌营销广告的创新型“游戏”特征归纳为：互动操作隐喻故事情节，激励机制满足成就愉悦，多“感”齐下营造沉浸体验。

英文摘要:

      The work aims to study the connotation of “game” under the design experience based on the conclusion and analysis of experience theory and establish a new kind of “game” modes to analyze the characteristics of “game” in the brand marketing advertising, try to provide useful reference for diversified development of brand marketing advertising under the experience and help enterprises expand marketing ideas, innovate marketing strategies, enrich marketing models, and improve economic returns. “Three Levels of Design” was used as the significant theory to study “game” characteristics, and endow “game” with new connotation under visceral level, behavior level and reflective level. Combined with excellent design cases, analysis was carried out to integrate and discuss the innovative and effective “game” characteristics. Starting from “human” emotions, the connotation of “game” is established from three dimensionalities of senses, operation and memory. The characteristics of “game” bring new opportunities and development for brand marketing advertising in the media age. Finally, the innovative “game” characteristics of brand marketing advertising in the media era are summarized as follows: interactive operation of metaphorical storyline and incentive mechanism to satisfy the pleasure of achievement, and multiple “emotions” to create immersive experience..