品牌神话--符号意义的否定性生成  

How Meanings of Brands Are Generated and Developed:A Semiotics Analysis of Brands

作　　者：蒋诗萍[1] 饶广祥[2] 

机构地区：[1]四川大学符号学-传媒学研究所 [2]四川大学文学与新闻学院

出　　处：《国际新闻界》2015年第3期79-90,共12页Chinese Journal of Journalism & Communication

基　　金：国家社科重大招标项目“当今中国文化现状与发展的符号学研究”中期成果之一~~

摘　　要：品牌符号的表意活动,以各个阶段的相继"否定"前行为内驱力,呈现出格雷马斯符号方阵式的全否定格局。从无品牌附加值的"裸物"、具有指示区分功能的"牌子"、携带丰富内涵的"名牌"再到成为某种精神象征的"奢侈品",品牌的表意方式逐步否定、逐渐成熟。在此后,"奢侈品"作为品牌表意符号已彻底"神话化",开启新的表意模式系统。Greimas Square, a model of signification, describes successive negations of meaning generation, and can be used to delineate the process in which the meaning of brand is developed. From this perspective, this paper points out that the meaning development of brand passes through four phases, Firstly, commodities are things or objects attached with no additional values. In the second phase, brands are created, and become Signs of poeticalness, to distinguish themselves from other signs used in everyday life. When a brand develops into a famous one, it will be loaded with multiple connotations, and therefore enters the third phase. In the final phase, brand of luxury as a myth is constructed when it is built as a symbol representing an ideal or sort of spirit, and a new signification process will open.

关 键 词：品牌表意 生成机制 格雷马斯方阵 否定性 

分 类 号：F713.5[经济管理—市场营销] G206[经济管理—产业经济]