跨文化语境下品牌动态图形的视觉叙事设计研究OA
Research on the Visual Narrative Design of Brand Motion Graphics in Cross-Cultural Contexts
本文从视觉叙事视角出发,探讨动态图形在品牌跨文化传播中的设计策略与叙事机制.通过分析其在物理特征、视觉修辞与叙事结构 3 个维度的表现,揭示动态图形如何在跨文化语境中构建品牌意义.研究旨在为全球化背景下的品牌动态叙事提供理论支持与实践参考.
This paper explores the design strategies and narrative mechanisms of motion graphics in cross-cultural brand communication from the perspective of visual narrative.By analyzing their manifestations across three dimensions―physical characteristics,visual rhetoric,and narrative structure―it reveals how motion graphics construct brand meaning in cross-cultural contexts.The study aims to offer theoretical support and practical references for brand-driven visual narratives in the context of globalization.
赵浩成;代福平
江南大学,江苏 无锡 214122江南大学,江苏 无锡 214122
社会科学
视觉叙事跨文化语境动态图形品牌设计
visual narrativecross-cultural contextsmotion graphicsbrand design
《鞋类工艺与设计》 2026 (16)
11-13,3
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