虚拟偶像代言人:新媒介技术赋能下的误同策略分析  

The Virtual Idol Spokesmen:Analysis of Identification by Inaccuracy under the Evolution of New Media Technologies

作　　者：岳永婕 王菲[3] Yue Yongjie;Wang Fei

机构地区：[1]中国人民大学新闻学院 [2]中国人民大学新闻学院现代广告研究中心 [3]中国人民大学新闻与社会发展研究中心,北京100872

出　　处：《新闻春秋》2021年第5期58-63,共6页Journalism Evolution

摘　　要：虚拟偶像环境的成熟吸引了品牌的目光,虚拟偶像代言人由此诞生。本文从肯尼斯·伯克的同一理论出发,以当下国内发展最为成熟的虚拟偶像"洛天依"为例,运用文本分析法探究虚拟偶像代言人广告运用何种策略取得受众心理认同,以及与真人代言相比,其策略运用的不同之处。研究表明,虚拟偶像代言人广告配合使用同情、对立、误同三种策略,但技术赋能下误同策略的内涵和机制进一步丰富。The maturity of the virtual idol environment attracts the attention of the brand and the virtual idol spokesperson is born.Starting from the identification theory of Kenneth Burke,this paper takes"Luo Tianyi",the most mature virtual idol in China,as an example,and uses text analysis method to explore which strategies are used in the advertising of virtual idol spokesmen to obtain the psychological recognition of the audience,and the differences between the strategies used in the advertising of virtual idol spokesmen and the actual spokesmen.The research shows that the advertising of virtual idol spokesmen uses three strategies:sympathy,antithesis and inaccuracy,but the connotation and mechanism of misidentification strategy under new media technology are further enriched.

关 键 词：虚拟偶像 同一理论 误同 洛天依 

分 类 号：G210[文化科学—新闻学]