品牌幻象与符号价值
发布时间：2018-08-14 12:03
【摘要】： 随着社会经济的发展和当代消费文化的变迁,符号消费作为一种明显消费趋势,正在愈益明显地影响着人们的消费行为。品牌消费已不仅仅关注品牌商品的传统物质形态意义上的使用价值,而且更为关注品牌在文化意义上的表征价值,即符号价值。品牌消费日益成为人们“自我表达”的主要形式和“身份认同”的主要来源。 在此背景下,如何准确把握消费者的符号消费需求,有效实施品牌战略正在成为品牌经营所关注的核心问题。 本研究从修辞学、符号学、商品价值理论的跨学科视角,切入品牌研究。分别从产品形态、使用价值与符号价值之间关系的角度,阐释了品牌的产品"符号的异质同构性,使用价值"符号价值的价值复合性;从符号表征、修辞幻象的角度,分析品牌意义的生成与作用方式,修辞幻象与品牌幻象的关系,品牌想象、品牌认知与价值认同、情感体验的内在同一性;并从符号产品的传播、接受(消费)特征,揭示广告在品牌幻象构成中的作用:通过品牌幻象的生产,制造受众的共同幻想,使受众获得一种情感体验和价值认同。广告对于品牌符号价值的巨大贡献,就在于通过受众的主动参与和自我塑形,唤醒、激活受众的欲望或共同意愿,使其融入到品牌的修辞幻象之中,进而促进其对品牌的认同。品牌信息的传播过程实质上就是一个通过品牌修辞幻象影响受众——品牌消费者的过程。
[Abstract]:With the development of social economy and the change of contemporary consumption culture, symbol consumption, as a kind of obvious consumption trend, is influencing people's consumption behavior more and more obviously. Brand consumption has paid more attention not only to the use value in the traditional material form of brand goods, but also to the symbolic value of brand in the cultural sense. Brand consumption has increasingly become the main form of self-expression and the main source of identity. In this context, how to accurately grasp the consumer's symbolic consumption needs and effectively implement brand strategy is becoming the core issue of brand management. From the cross-disciplinary perspective of rhetoric, semiotics and commodity value theory, this study cuts into brand research. From the point of view of the relationship among product form, use value and symbolic value, this paper explains the value complexity of the brand product's "heterogeneity and isomorphism of symbol" and "use value" from the angle of symbolic representation and rhetorical illusion. This paper analyzes the generation and function of brand meaning, the relationship between rhetoric illusion and brand illusion, brand imagination, brand cognition and value identity, the intrinsic identity of emotional experience, and accepts (consumer) characteristics from the spread of symbolic products. It reveals the function of advertisement in the composition of brand illusion: through the production of brand illusion, the audience can obtain a kind of emotional experience and value identity by creating the common illusions of the audience. The great contribution of advertisement to brand symbol value lies in arousing and arousing the desire or common will of the audience through the active participation and self-shaping of the audience so as to integrate it into the rhetoric illusion of the brand and then promote its recognition of the brand. The process of brand information dissemination is essentially a process of influencing the audience-brand consumers through brand rhetoric illusion.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2182799
[Abstract]:With the development of social economy and the change of contemporary consumption culture, symbol consumption, as a kind of obvious consumption trend, is influencing people's consumption behavior more and more obviously. Brand consumption has paid more attention not only to the use value in the traditional material form of brand goods, but also to the symbolic value of brand in the cultural sense. Brand consumption has increasingly become the main form of self-expression and the main source of identity. In this context, how to accurately grasp the consumer's symbolic consumption needs and effectively implement brand strategy is becoming the core issue of brand management. From the cross-disciplinary perspective of rhetoric, semiotics and commodity value theory, this study cuts into brand research. From the point of view of the relationship among product form, use value and symbolic value, this paper explains the value complexity of the brand product's "heterogeneity and isomorphism of symbol" and "use value" from the angle of symbolic representation and rhetorical illusion. This paper analyzes the generation and function of brand meaning, the relationship between rhetoric illusion and brand illusion, brand imagination, brand cognition and value identity, the intrinsic identity of emotional experience, and accepts (consumer) characteristics from the spread of symbolic products. It reveals the function of advertisement in the composition of brand illusion: through the production of brand illusion, the audience can obtain a kind of emotional experience and value identity by creating the common illusions of the audience. The great contribution of advertisement to brand symbol value lies in arousing and arousing the desire or common will of the audience through the active participation and self-shaping of the audience so as to integrate it into the rhetoric illusion of the brand and then promote its recognition of the brand. The process of brand information dissemination is essentially a process of influencing the audience-brand consumers through brand rhetoric illusion.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前2条
1 田慧;我国药品品牌传播中的问题与对策[D];南京师范大学;2011年
2 高军梅;符号消费形态下的月饼营销策略研究[D];南京师范大学;2011年
，本文编号：2182799
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