符号修辞视域下的品牌表意机制研究  

Semiotics Rhetoric and The Mechanism of Branding Signification

作　　者：蒋诗萍[1] 

机构地区：[1]四川大学文学与新闻学院,四川成都610064

出　　处：《福建师范大学学报（哲学社会科学版）》2014年第3期61-66,共6页Journal of Fujian Normal University:Philosophy and Social Sciences Edition

基　　金：国家社科基金重大项目"当今中国文化现状与前景的符号学研究"(13&ZD123)中期研究成果之一

摘　　要：品牌符号的表意,先后经历裸物、牌子、名牌再到奢侈品这四个阶段,从第一阶段逐次进入最后一个阶段,是形成文本与意义间自然联系、不断累积丰富意义的过程,也是一个修辞过程。裸物作为品牌表意的起点,此时并不具有修辞性,一旦品牌开始表意,修辞就介入其中,完成由提喻到象征的符号修辞再到符号跳过对象直指意义的过程。The essay points out that any brand may objects, brand, famous brand, luxury. It is a process beginning of branding signification, there is no rhetoric big role in the process of creating branding meaning. experience four stages to generate meaning, which is of symbol rhetoric from one stage to another. At the in objects. After that, synecdoche and symbol play a big role in the process of creating branding meaning.

关 键 词：品牌 表意 修辞 

分 类 号：G206[文化科学—传播学] H05[语言文字—语言学]