四种形象——国内IP形象类型学主题分析  

FOUR TYPES OF IMAGES——A TYPOLOGICAL THEMATIC ANALYSIS OF DOMESTIC IP IMAGES

作　　者：房泽源 刘平云[1] 

机构地区：[1]广州美术学院

出　　处：《包装与设计》2022年第6期104-105,共2页Package & Design

摘　　要：随着市场需求的不断增长,我国IP形象的数量与日俱增,但在数量庞杂的形象背后缺少一定的结构性梳理。本文通过类型学的主题分析,从主导话语和叙事方式两个维度,将IP形象划分为四种形象——“文化形象”“经济形象”“镜像形象”和“身份形象”,从宏观与微观角度分析不同类型IP形象形成的原因,同时明确四种类型之间的区别与联系,以期通过分类把握IP形象的结构特征,梳理IP形象的发展变化。With the growing market demand,the number of IP images in China is increasing day by day,but behind the huge number of images there is a lack of study of IP types.Through the thematic analysis of typology,this paper divides the IP images into four types of images from dominant discourses and narrative approaches-"cultural image","economic image","mirror image"and"identity image".The authors also analyze the reasons for the formation of different IP images from macro and micro perspectives,and clarifies the differences and connections between the four types,with a view to grasping the structural characteristics of IP images through classification and sorting out its development and changes.

关 键 词：话语类型 编码解码 IP形象 类型学 视觉文化 

分 类 号：G63[文化科学—教育学]