Research On Brand Art Transboundary Communication

Through the art cross-border communication of "from life,higher than life",the brand can obtain a more profound cognition,so as to achieve cross-border cooperation,so as to achieve the sustainable growth of the brand.Although there are many external factors that can promote the development of the brand,they are only substantive.The artistic charm of "from life,higher than life" can inject more profound connotation into the brand,so as to achieve higher value.Art is a kind of human creative behavior,which is both creative and aesthetic.The art cross-border communication of the brand,through the form and expression of art,combines the brand theory with the brand image organically,in order to spread the brand information,shape the brand image,and enhance the brand awareness.This is the process in which art plays an important role in brand communication.It enables consumers to recognize the brand from recognizing the brand.Through art communication,it can bring potential economic benefits to the brand.The audience has more understanding of the brand image,the recognition of the brand concept becomes stronger,and the connection with the brand becomes closer.The purpose of this paper is to complete the systematic and in-depth study of the cross-border communication of brand art,and put forward practical and effective guiding ideas for the reference of relevant practitioners.The author will trace the origin of the development of brand cross-border,define the concept of brand cross-border,clarify its characteristics and the background and reasons of its rise;investigate the newer cases in the current market and summarize the new trend of brand cross-border;combine literature and case studies,conduct in-depth speculative research on experimental art,comb the creation methods and basic concepts of excellent experimental art works from the perspective of works,and study its impact on the spread of art from three aspects: commercial capital intervention, social factors,and artistic media conversion.Based on the above results,this paper studies the cross-border communication of brand art from five dimensions:communication environment,communication content,communication audience,communication channel and communication effect.Through in-depth thinking and related research on the cross-border communication of brand art,the author finds that under the influence of art,brand communication has changed its original norms and certainty,and has been injected with vitality,constructing a sustainable innovation joint mode of "change" and "uncertainty".Based on the unique characteristics of these commercial brand cross-border communication and experimental art,the author borrows the five dimensions of communication link,and puts forward some strategic principles of brand and art cross-border.Through a large number of case summaries,the author believes that the cross-border communication of brand art should fully consider the communication environment,communication content,communication audience,communication channels,communication effects and other links to maximize the benefits.Finally,based on its development status and critical thinking of the five dimensions,the author puts forward the prospect of future applied research.