近年來,品牌與產品使用代言人所能達成的行銷效果,已經逐漸減弱,因此虛擬代言人則成為了品牌或產品與消費者溝通的新選項。虛擬代言人在整合品牌原有的想像與經驗外,更利用文本的建構,賦予消費者更多的品牌認同的參與空間,這些以虛擬代言人為主題建構出來的文本,充斥在各種媒介平台上。 在品牌或產品為虛擬代言人所建構的專屬網站中,也有著許多充滿故事要素的數位文本,在文本中揉和了虛擬與現實的元素,同時以品牌的思維為考量來重新編整,本研究以網站的數位文本作為主要分析內容,並挑選台灣企業與品牌操作虛擬代言人的成功案例作為主要分析對象。 本研究在文獻檢閱部分,檢視了「虛擬代言人」、「品牌形象」、「虛擬社群」等概念,來檢視虛擬代言人在故事中角色的設定,並找出故事中主要的敘事結構。
In recent years , the marketing effect in spokes use by brand and product had reduced. For this reason the Animated Spokes has become an new communicate option. Animated Spokes merge brand image with brand experience and construct text to offer participate space for audience. These text made for the topic of Animated Spokes appear in all kind of medium. In the exclusive website of Animated Spokes that build by brand or product , it full of digital text with storytelling element ,these text mix real and virtual element and compile with brand mindset , this study take the digital text of exclusive website for main analyze context and take the success example of Animated Spokes that execute by enterprise or brand in Taiwan for main analyze object. In the literature, this study based on the concept of Animated Spokes, Brand image, Hypothesized social group. To consult the role set of Animated Spokes in digital text and figure out the narrate structure.
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