文化认同视域下国风虚拟数字人品牌代言中的文化意义转移

——基于McCracken模型的扩展研究

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中图分类号：F270 文献标识码：A 文章编号：1004-0714（2026）01-0050-04

TheTransferofCultural Significance inthe Brand Endorsementof National Style Virtual Digital Humans fromthe Perspective of Cultural Identity AnExtendedStudyBasedonthe McCrackenModel

LILihong （SchoolofBusiness，MacauUniversityofScienceand Technology，999o78，Macau，China）

Abstract：Withtheremarkableprogressof digital technologiesandartificialintelligence，virtualdigitalhumans have increasinglycaptured the market‘s attention as emerging brand ambassadors.Their unique allure，customizability，and versatile personas endow them with distinct advantages inthe branding landscape.Culturalidentity hasemergedasapivotal factorintherealmofvirtualdigitalhumanbrandendorsements.Drawing upon McCracken’s cultural meaningitransfer model and situatingit within the context of China'snational trend culture，this studyaims toelucidate the symbolicconstruction mechanismof virtual digitalhumans as brand representatives and the processbywhichtheytransfer cultural significance to consumers.An in-depth analysis of practical cases involving national style virtual idols，including Luo Tianyi，Tianyu，Liuyexi，Su Xiaomeiand Ling，reveals that virtual digital humans re-interpret traditional cultural symbols through national styleaesthetics，thereby creatinga“hyper-real"cultural medium.The endorsement process adheres toatrajectory of“cultural encoding-symbolic translation-meaning internalization".Through algorithm-driven narratives，virtual digital humans reconstruct the cultural capital of brands，facilitatingatransitionfromculturalidentificationtobrandidentification.Thisresearchthus offers empirical support for enterprises formulating brand communication strategies in the context of a diverse and dynamicmulticultural market.

Keywords：Meaning Transfer;Virtual Digital Humans;Brand Endorsement;Cultural Identity;Chinese Style

一、前言

随着人工智能技术的不断更新迭代，网络营销模式也经历了翻天覆地的变化。（剩余9538字）