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《人生，我自己选》：SK-II 互动微电影的交互设计与品牌互动模式

My Destiny, My Choice: Interactive Design and Brand Interaction Mode in the SK-II Interactive Micro Movie

中国新闻评论 / 2024,5(3)：110-120 / 2024-08-22 183 150

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• 作者： 徐锐      孔繁溪     
• 单位：

  中南财经政法大学，武汉

• 关键词： 互动微电影；互动叙事；交互设计；品牌互动
• Interactive micro movie; Interactive storytelling; Interactive design; Brand interaction
• 摘要： 互动微电影是数字时代互动叙事文本的一种新的呈现方式，观影者通过交互性程序参与主角的决策，从而改变故事情节走向，获取不同的故事结局。SK-II的《人生，我自己选》是女性护肤品牌行业互动微电影的开山之作，具备“小而美”的互动文本特征，成为SK-II品牌叙事的新载体。创作者设计互动微电影的互动架构、任务流程和分岔情节，让观影者置身沉浸式的故事氛围，参与分岔情节的交互选择。SK-II品牌通过与观影者之间的情境互动、情感互动和话语互动，鼓舞女性勇敢选择自己的人生，传递向善向上的力量，为提升品牌价值赋能。
• Interactive Micro Movie are a new way of presenting interactive storytelling texts in the digital age. Viewers participate in the protagonist's decision-making through interactive programs, thereby changing the plot direction and obtaining different story endings. SK-II’s My Destiny, My Choice is the pioneering work of interactive micro movie in the women’s skincare brand industry, with the characteristic of “small and beautiful” interactive text, becoming a new carrier of SK-II brand narrative. The creator designs the interactive architecture, task flow, and branching plot of interactive micro movie allowing viewers to immerse themselves in an immersive story atmosphere and participate in the interactive selection of branching plots. The SK-II brand inspires women to bravely choose their own lives through situational, emotional, and verbal interactions with viewers, conveying the power of goodness and progress, and empowering the brand to enhance its value.
• DOI： https://doi.org/10.35534/cnr.0503010
• 引用： 徐锐，孔繁溪．《人生，我自己选》：SK-II互动微电影的交互设计与品牌互动模式［J］．中国新闻评论，2024，5（3）：110-120.