Author(s)

Nian Lian ¹, Yan Chen ¹, Xiyu Wang ¹

Affiliation(s)

¹ Chongqing Foreign Language and Foreign Affairs College, Chongqing, 401120, China

Corresponding Author

Nian Lian

ABSTRACT

With the rapid development of the Internet, various cultures symbolizing different meanings have jumped onto the world stage, bringing significant influence to our daily life. Cultural IP image innovates the traditional communication mode, designs a representative IP image on the basis of rich culture, provides a new power for advertising communication, and plays a specific reference role in the study of advertising communication. Through the popularity of different cultural IP images, the content, forms and methods of advertising communication are studied. On this basis, the research on whether IP communication of advertising is related to IP cultural design, image style, etc., has the corresponding practical reference significance for advertising communication and advertising circle, and the importance brought by cultural IP image will promote advertising communication in the future. This paper mainly starts from these aspects to elaborate on the complementary relationship between cultural IP image and advertising communication.

KEYWORDS

Cultural IP image; Advertising communication; Bing Dwen Dwen; Case study

CITE THIS PAPER

Nian Lian, Yan Chen, Xiyu Wang, A study on the impact of cultural IP image on advertising communication: A case study of Bing Dwen Dwen. Media and Communication Research (2024) Vol. 5: 38-45. DOI: http://dx.doi.org/10.23977/mediacr.2024.050206.

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