【作者】 黄薇；

【导师】 佟维学；

【作者基本信息】 东北师范大学 ， 新闻学， 2008， 硕士

【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。更多还原

【Abstract】 As social and economic development and contemporary consumer culture of change, as a clear sign consumer consumption trends, is increasingly obvious impact on people’s consumption behaviour. Branded consumer goods brands concern has been not only the traditional form of material significance on the value, and more concerned about brand in the cultural sense of the characterization of the value of that symbol value. Consumer brands increasingly become "self-expression" and the main forms of "identity" the main source.In this context, how accurate grasp of consumer symbols consumer demand, and the effective implementation of the brand strategy is becoming the brand management of the core issues of concern.This study from the rhetoric, semiotics, the theory of the value of goods interdisciplinary perspective, Cut brand research. From the product shape, value and the relationship between the symbolic value of the angle, explained brand products / symbols with the heterogeneity of structure, value / value of the value of symbols; Characterization of the symbols and rhetoric of the illusion of perspective, the significance of brand generation and mode of action and rhetoric Mirage and Mirage brands relations, brand imagination, brand awareness and value recognition of the inherent identity emotional experience, and the dissemination of products from Symbol accept (consumption) feature reveals brand advertising in the role of a Mirage: Mirage brand through the production, manufacture audiences common fantasy, the audience was an emotional experience and value recognition. Advertising for the brand symbol of the tremendous contribution lies in the active participation by the audience and self-shaping, wake up, activate the audience’s desire or common aspirations of their rhetoric into the Mirage brand, thereby promoting its brand recognition . Brand information dissemination process is, in fact, a brand Rhetoric Mirage influence the audience - Brand consumers process.更多还原