动画视听符号在电子商务广告中的情感传播研究

Research on Emotional Communication of Audio-Visual Symbols of Animation in E-Commerce Advertisements

摘要: 随着电子商务的发展，动画视听符号在广告情感传播中起着越发关键的作用。本研究从视觉和听觉两个维度着手，探究动画符号在电商广告里的情感构建机制和传播效果。在视觉上，角色造型、色彩体系和运动节奏等要素一同塑造情感趋向；听觉上，音效、音乐和配音配合着强化情绪氛围。研究发现，动画视听符号通过隐喻和象征整合，能有效勾起消费者愉悦、信任、紧迫感等情绪，进而影响他的认知和购买决策；同时，受众差别、广告情景和文化背景等因素也会给情感传播效果带来调节作用，研究提出要依据受众画像做符号精准适配，并在跨文化情形中实现情感编码的本土性和创新性融合，提升电商广告情感传播效果。

Abstract: With the development of e-commerce, audio-visual symbols of animation play an increasingly critical role in the emotional communication of advertisements. This study starts from the two dimensions of vision and hearing to explore the emotional construction mechanism and communication effect of animation symbols in e-commerce advertisements. Visually, elements such as character modeling, color system and motion rhythm jointly shape the emotional tendency; aurally, sound effects, music and voice acting cooperate to strengthen the emotional atmosphere. The study finds that audio-visual symbols of animation can effectively arouse consumers’ emotions such as pleasure, trust and sense of urgency through metaphor and symbolic integration, thereby affecting their cognition and purchase decisions. Meanwhile, factors including audience differences, advertising scenarios and cultural backgrounds also regulate the effect of emotional communication. This study proposes to achieve precise adaptation of symbols according to audience profiles, and realize the integration of localization and innovation of emotional coding in cross-cultural contexts, so as to improve the effect of emotional communication in e-commerce advertisements.