从设计编码到符号传播:南洋兄弟烟草公司商标的民族身份建构  

From Design Encoding to Semiotic Communication:The Construction of National Identity in the Trademark of Nanyang Brothers Tobacco Company

作　　者：黄海涛 Huang Haitao(of Arts College,Sichuan University)

机构地区：[1]四川大学艺术学院

出　　处：《符号与传媒》2025年第1期152-167,共16页Signs & Media

摘　　要：南洋兄弟烟草公司是民国时期国货机制卷烟业巨擘,其商标设计与传播通过挖掘和整合“国货”思想的话语资源,促进民族视觉认知的形成,以此建构民族身份。一方面,将品牌与民族、社会、政治、民众等紧紧绑定,发展出富有家国情怀与民族意味的设计美学,并尝试结合具有代表性、典型性的跨文化视觉元素,呈现中西符号融合拼接的视觉文化图景。另一方面,通过民族主义强化视觉符号效力商业机制的作用,以说服性的视觉传播手段改变了部分国民普遍崇洋的消费习惯,为该品牌在洋货横流的市场夹缝中求得发展。本文对民国时期南洋兄弟烟草公司商标设计与传播中的视觉符号展开研究,以期从学理角度理解视觉符号所呈现的文化表征,进而反思全球化背景下国货品牌设计的传统与现代、本土与西方等重要问题。The Nanyang Brothers Tobacco Company was a dominant force in the domestic machine-made cigarette industry during the Republic of China era.Through its trademark design and dissemination,the company contributed to shaping national visual cognition by leveraging and integrating the discourse surrounding the idea of“domestic products”to construct a national identity.On one hand,the company closely associated its brand with national,social,political,and public elements,cultivating a design aesthetic imbued with patriotic sentiments and national significance.Simultaneously,it incorporated representative cross-cultural visual elements,creating a cultural landscape that juxtaposed and blended Chinese and Western signs.On the other hand,the company capitalized on nationalism to enhance the commercial appeal of its visual signs,employing persuasive visual communication to influence consumption habits.This approach aimed to shift consumer preferences away from foreign goods,thereby securing a foothold in a market dominated by imported products.This study examines the visual signs embedded in the trademark design and dissemination strategies of the Nanyang Brothers Tobacco Company during this period,seeking to theoretically analyze the cultural representations conveyed through these signs.In doing so,it reflects on broader issues such as the interplay between tradition and modernity,and the dynamic relationship between China and the West in the branding of domestic products within a globalized context.

关 键 词：南洋兄弟烟草公司 卷烟消费 设计编码 符号传播 民族身份 

分 类 号：F42[经济管理—产业经济]