Year: 2025
Type: article
Abstract: 装置艺术作为一种综合性的艺术表现形式，以其沉浸式、互动性和空间叙事的独特优势，为品牌营销提供了新的可能性。装置艺术打破传统广告的单向传播模式，以多维感官体验为核心，将品牌理念转化为可感知的物理空间，从而建立更深层次的情感共鸣。本文旨在探讨装置艺术在品牌营销中的路径及其价值，为品牌创新营销策略提供理论参考和实践启示。As a comprehensive form of artistic expression, installation art, with its unique advantages of immersion, interactivity and spatial narrative, offers new possibilities for brand marketing. By breaking the one-way communication model of traditional advertising, installation art can transform brand concepts into perceivable physical spaces centered on multi-sensory experiences, thereby establishing a deeper emotional resonance. This article aims to explore the paths and values of installation art in brand marketing through case analysis, providing theoretical references and practical inspirations for brand innovation marketing strategies.
Source: E-Commerce Letters
Author: 燕倩 陈
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411577301