| “二元消费”与“换挡加速”：广告、品牌与消费的符号学阐释 |
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| 引用本文： | 刘平,谭艳.“二元消费”与“换挡加速”：广告、品牌与消费的符号学阐释[J].新闻界,2009(2):182-184. |
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| 作者姓名： | 刘平 谭艳 |
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| 作者单位： | 1. 四川大学文学与新闻学院,成都,610064
2. 西南财经大学天府学院,成都,610074 |
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| 摘 要： | 本文从符号学的角度,揭示"二元结构"消费对品牌的决定性作用,指出品牌是"一个具有使用价值与符号价值的商品"的特质,并提出了通过广告这一中介"换挡加速"构建品牌并促成消费的符号学原理.
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| 关 键 词： | 二元消费 广告编码 使用价值 符号价值 换挡加速 |
Dual Consumption and Acceleration by Shifting Gears:The Semiotic Interpretation of Advertising,Brand and Consumption |
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| Liu Ping,Tan Yan.Dual Consumption and Acceleration by Shifting Gears:The Semiotic Interpretation of Advertising,Brand and Consumption[J].Press Circles,2009(2):182-184. |
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| Authors: | Liu Ping Tan Yan |
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| Institution: | College of Literature and Journalism;Sichuan University;610064;Tian Fu College;Southwestern University of Finance and Economics;Chengdu 610074 |
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| Abstract: | This paper reveals the significant role "the dual structure" of consumption plays in the brand from the viewpoint of semiotics,points out that brand has the essence of both use and symbol value of product,and puts forward the principles of semiotics by using advertising media as "acceleration by shifting gears" to construct brand and promote consumption. |
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| Keywords: | dual consumption advertising encoding use value symbol value acceleration by shifting gears |
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