【摘要】： 隨著社會(huì)經(jīng)濟(jì)的發(fā)展和當(dāng)代消費(fèi)文化的變遷,符號(hào)消費(fèi)作為一種明顯消費(fèi)趨勢(shì),正在愈益明顯地影響著人們的消費(fèi)行為。品牌消費(fèi)已不僅僅關(guān)注品牌商品的傳統(tǒng)物質(zhì)形態(tài)意義上的使用價(jià)值,而且更為關(guān)注品牌在文化意義上的表征價(jià)值,即符號(hào)價(jià)值。品牌消費(fèi)日益成為人們“自我表達(dá)”的主要形式和“身份認(rèn)同”的主要來(lái)源。 在此背景下,如何準(zhǔn)確把握消費(fèi)者的符號(hào)消費(fèi)需求,有效實(shí)施品牌戰(zhàn)略正在成為品牌經(jīng)營(yíng)所關(guān)注的核心問(wèn)題。 本研究從修辭學(xué)、符號(hào)學(xué)、商品價(jià)值理論的跨學(xué)科視角,切入品牌研究。分別從產(chǎn)品形態(tài)、使用價(jià)值與符號(hào)價(jià)值之間關(guān)系的角度,闡釋了品牌的產(chǎn)品"符號(hào)的異質(zhì)同構(gòu)性,使用價(jià)值"符號(hào)價(jià)值的價(jià)值復(fù)合性;從符號(hào)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(guān)系,品牌想象、品牌認(rèn)知與價(jià)值認(rèn)同、情感體驗(yàn)的內(nèi)在同一性;并從符號(hào)產(chǎn)品的傳播、接受(消費(fèi))特征,揭示廣告在品牌幻象構(gòu)成中的作用:通過(guò)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(yàn)和價(jià)值認(rèn)同。廣告對(duì)于品牌符號(hào)價(jià)值的巨大貢獻(xiàn),就在于通過(guò)受眾的主動(dòng)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(jìn)而促進(jìn)其對(duì)品牌的認(rèn)同。品牌信息的傳播過(guò)程實(shí)質(zhì)上就是一個(gè)通過(guò)品牌修辭幻象影響受眾——品牌消費(fèi)者的過(guò)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(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 田慧;我國(guó)藥品品牌傳播中的問(wèn)題與對(duì)策[D];南京師范大學(xué);2011年

2 高軍梅;符號(hào)消費(fèi)形態(tài)下的月餅營(yíng)銷(xiāo)策略研究[D];南京師范大學(xué);2011年

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本文編號(hào)：2182799