消费主义视野下的服饰商品符号  

Consumerism in the Semiotics of Dress Commodity

作　　者：宋颖[1] 

机构地区：[1]四川大学符号学-传媒学研究所

出　　处：《符号与传媒》2017年第1期29-39,共11页Signs & Media

摘　　要：服饰符号能够向意义接收者传达服饰语言文本的所指内容,即标示审美满足、生理特征、社会地位、社会群体、时代、个性、功能、亲密关系和标示流行本身。作为成型时期的服饰类型,时装天然地具有商业性,也在之后的发展中,与时装秀、时装杂志、时装广告、时尚品牌一道,成为构筑时尚行业帝国的重要成员。它的溢价性、新奇性与创新性,每时每刻都在诉说时尚本身,而极少指向宗教信仰、职业、国别等属性。作为对比,宗教服饰的汉传佛教服饰,其对服饰社会属性的摒弃,在另一个维度彰显出对超逸与性空的追寻。By exploring of the signs of clothes, dress semiotics guide us toward a definitive meaning category including classes, age, group, occupation, personalities, social relatives and fashion, etc. Dress codes are rules of how we make explanation of the given signs of clothes, which aren＇t established by individuals but culture. In the regime of clothes, the language of fashion is changed rapidly with weak connections of the meaning category above. As a contrast, Chinese Buddhist dress emphasize ＂voidness＂ by totally rejecting the social rules and meaning.

关 键 词：服饰符号 消费主义 大众媒介 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]