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心理学上认为“形象”是人们反映客体而产生的一种心理图式,是各种规则和结构组成的错综复杂的粗略概括或标志,而人们对品牌的认知最开始也是受品牌形象的影响。城市品牌同样具有功能性意义与符号性价值。艺术设计展除了对参展品牌来说是扩大通路、展现企业品牌形象的契机,对举办展览的地点(或城市)来说亦是对外形象宣传的关键。城市品牌形象就是建立在其社会结构和行为、城市景观和基础建设之上的,而艺术设计展在其中表现为一种长时间持续并逐步加强的力量,与这座城市的在地者与非在地者的内外沟通中都将树立城市品牌形象中的核心理念。本文将以“2011年台北世界设计大展”为研究个案,从这一国际性的艺术设计展出发,通过文献资料分析,探讨它对台北品牌形象中文化创意元素的构建和影响,进一步探析艺术设计展对城市品牌个性塑造和品牌传播的作用,最后提出对“后世博”上海城市品牌定位的启示。
In psychology, “image ” is a kind of psychological schema that people reflect the object, which is the intricate rough outline or sign of various rules and structures, and the cognition of people from the beginning is also influenced by the brand image Impact. City brands also have functional significance and symbolic value. In addition to exhibiting brands, the art design exhibition is an opportunity to expand the channel and show the brand image of the exhibitors. It is also the key point for the publicity of the place where the exhibition is held (or the city). Urban brand image is based on its social structure and behavior, urban landscape and infrastructure, and art and design show in which a performance of a sustained and gradually strengthened and long-term and local and non-urban Inside and outside the communication will establish the core concept of the city brand image. This article will take “2011 Taipei World Design Exhibition” as a case study, starting from this international art design exhibition, through literature analysis, to explore its brand image of Taipei’s cultural and creative elements of the building and impact of further Exploring the role of art design exhibition in shaping urban brand personality and brand communication, and finally enlightening the positioning of “post-Expo” Shanghai city brand.