Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

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The Rise of Virtual Image Endorsement in Visual Culture Context

Authors
Yichen Feng1, *
1School of Humanities, Shanghai University of Finance and Economics, Shanghai, 610000, China
*Corresponding author. Email: diana_feng2001@163.com
Corresponding Author
Yichen Feng
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-098-5_183How to use a DOI?
Keywords
virtual image; Entertainment marketing; Advertising communication; Visual culture communication
Abstract

Compared with the text advertising, in modern society, visual culture has become the mainstream form of advertising aesthetic. In recent years, with the rapid development of the digital entertainment industry, game characters and virtual idols gradually become important symbols for the communication of visual culture. They are widely used in advertising communication and brand marketing, and become an important part of entertainment marketing. This paper will explore the formation, development, and influence of virtual image endorsement, and take the Chinese AI spokesperson "Liu Yexi" as example to analyze how the virtual endorsement figures(communication strategy, character design, and other marketing schemes) support the visual cultural connotation of the new generation of "consumer idols". With the improvement of the acceptance of visual culture, virtual spokespersons will be favored by more advertising and product dealers because of their characteristics, such as being easy to shape and control, and will become an indispensable presence in the future entertainment marketing scene.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
78-94-6463-098-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_183How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yichen Feng
PY  - 2022
DA  - 2022/12/27
TI  - The Rise of Virtual Image Endorsement in Visual Culture Context
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1622
EP  - 1629
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_183
DO  - 10.2991/978-94-6463-098-5_183
ID  - Feng2022
ER  -