AIGC视域下品牌艺术化拟人传播的受众审美接受机制研究
Research on the Audience Aesthetic Acceptance Mechanism of Brand Artistic Personification Communication from the Perspective of AIGC

在AIGC视域下，品牌艺术拟人化传播作为一种创新的营销策略，正逐步成为企业与消费者沟通的新桥梁。本研究旨在深入探讨品牌艺术拟人化传播的受众接受度，分析其在不同文化背景下的适用性、效果及影响因素。随着人工智能和大数据技术的飞速发展，品牌艺术拟人化策略的实施手段日益丰富，但其对受众心理和行为的影响机制尚待明晰。在AIGC (生成式人工智能)技术驱动下，品牌艺术化拟人传播正经历从静态符号到智能交互的范式变革。本研究基于技术接受模型(TAM)与审美心理学理论，探讨AIGC生成的拟人形象(如虚拟偶像、AI代言人)如何通过多模态符号系统、动态情感计算及文化适配机制影响受众审美接受。期望为品牌传播提供新的理论支撑和实践指导。
From the perspective of AIGC, brand art personification communication, as an innovative marketing strategy, is gradually becoming a new bridge for communication between enterprises and consumers. This study aims to explore in depth the audience acceptance of brand art personification communication, and analyze its applicability, effectiveness, and influencing factors in different cultural backgrounds. With the rapid development of artificial intelligence and big data technology, the implementation methods of brand art personification strategy are becoming increasingly diverse, but its impact mechanism on audience psychology and behavior is still unclear. Driven by AIGC (Generative Artificial Intelligence) technology, brand art personification communication is undergoing a paradigm shift from static symbols to intelligent interaction. This study is based on the Technology Acceptance Model (TAM) and aesthetic psychology theory, exploring how the anthropomorphic images generated by AIGC (such as virtual idols and AI spokespersons) affect audience aesthetic acceptance through multimodal symbol systems, dynamic emotion calculation, and cultural adaptation mechanisms. Expect to provide new theoretical support and practical guidance for brand communication.