语言符号与视觉符号的编码与解码—重塑“新国潮”品牌形象的符号双轴操作  

Encoding and Decoding of Linguistic and Visual Symbols:Reshaping the Symbolic Dual-Axis Operation of the“New National Trend”Brand Image

作　　者：张福银 ZHANG Fuyin(School of Literature andMedia,Suihua College,Suihua,Heilongjiang 152001,China;School of Literature and Journalism,Sichuan University,Chengdu,Sichuan 610227,China)

机构地区：[1]绥化学院文学与传媒学院,黑龙江绥化152001 [2]四川大学文学与新闻学院,四川成都610227

出　　处：《北京城市学院学报》2024年第5期75-83,共9页Journal of Beijing City University

基　　金：黑龙江省哲学社会科学研究项目:黑龙江“老字号”品牌塑造与宣传策略研究(23XWC203)的阶段性研究成果;黑龙江省属高校基本科研业务费基础研究项目:数字化时代黑龙江地区冰雪旅游品牌文化符号的共情传播机制研究(YWF10236230119)的阶段性研究成果。

摘　　要：近年来,“以国为潮”已成为主流消费趋势,并催生了“新国潮”文化的兴起。“新国潮”下的各类品牌为了创新,在“潮化”趋势下,借助符号文本和文化元素进行了新的品牌形象创新,通过受众来解读符号文本中蕴藏的各种潮流、复古特质。品牌方借助符号学、传播学、美学等角度对品牌形象的语言符号与视觉符号进行横组合和纵聚合,通过编码与解码来让受众对品牌内涵进行联想,以期构建出科学的品牌形象符号,将品牌文化、思想传递出来,视觉符号优化出来,以“新国潮品牌形象”为研究对象,结合经验观察、文献分析和案例分析,从语言符号到视觉符号编码与解码过程中挖掘新国潮品牌形象的符号双轴关系结构,阐述“新国潮”品牌符号文本的选取和意义的解释,探讨新国潮品牌形象的双轴操作过程,促成其新国潮品牌形象的文本构造方式和解析过程,重塑新国潮品牌形象。In recent years,the“National Trend”(a fashion trend that embraces Chinese cultural elements)has become a mainstream consumption trend,catalyzing the rise of“New National Trend”culture.Various brands under the“New National Trend”umbrella have leveraged symbolic texts and cultural elements to innovate their brand images amidst the trend.By interpreting the various trendy and retro characteristics embedded in symbolic texts,brands utilize semiotics,communication studies,aesthetics,and other perspectives to horizontally combine and vertically aggregate the linguistic and visual symbols of their brand images.Through encoding and decoding,audiences are prompted to associate with the brand's connotations,aiming to construct a scientific brand image symbol that conveys the brand's culture and ideas while optimizing its visual symbols.Taking the“New National Trend brand image”as the research object,this study combines empirical observation,literature analysis,and case analysis to explore the symbolic dual-axis relational structure of the New National Trend brand image during the encoding and decoding process from linguistic to visual symbols.It elaborates on the selection and interpretation of the meaning of the“New National Trend”brand's symbolic texts,discusses the dual-axis operation process of the New National Trend brand image,facilitates the textual construction and analytical process of its New National Trend brand image,and reshapes the New National Trend brand image.

关 键 词：新国潮 品牌形象 符号学 双轴关系理论 

分 类 号：G206[文化科学—传播学]