發(fā)布時間：2018-08-14 12:03

【摘要】： 隨著社會經(jīng)濟的發(fā)展和當代消費文化的變遷,符號消費作為一種明顯消費趨勢,正在愈益明顯地影響著人們的消費行為。品牌消費已不僅僅關注品牌商品的傳統(tǒng)物質形態(tài)意義上的使用價值,而且更為關注品牌在文化意義上的表征價值,即符號價值。品牌消費日益成為人們“自我表達”的主要形式和“身份認同”的主要來源。 在此背景下,如何準確把握消費者的符號消費需求,有效實施品牌戰(zhàn)略正在成為品牌經(jīng)營所關注的核心問題。 本研究從修辭學、符號學、商品價值理論的跨學科視角,切入品牌研究。分別從產(chǎn)品形態(tài)、使用價值與符號價值之間關系的角度,闡釋了品牌的產(chǎn)品"符號的異質同構性,使用價值"符號價值的價值復合性;從符號表征、修辭幻象的角度,分析品牌意義的生成與作用方式,修辭幻象與品牌幻象的關系,品牌想象、品牌認知與價值認同、情感體驗的內在同一性;并從符號產(chǎn)品的傳播、接受(消費)特征,揭示廣告在品牌幻象構成中的作用:通過品牌幻象的生產(chǎn),制造受眾的共同幻想,使受眾獲得一種情感體驗和價值認同。廣告對于品牌符號價值的巨大貢獻,就在于通過受眾的主動參與和自我塑形,喚醒、激活受眾的欲望或共同意愿,使其融入到品牌的修辭幻象之中,進而促進其對品牌的認同。品牌信息的傳播過程實質上就是一個通過品牌修辭幻象影響受眾——品牌消費者的過程。
[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.
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2

【引證文獻】

相關碩士學位論文 前2條

1 田慧;我國藥品品牌傳播中的問題與對策[D];南京師范大學;2011年

2 高軍梅;符號消費形態(tài)下的月餅營銷策略研究[D];南京師范大學;2011年

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本文編號：2182799