| 品牌传播的符号学解读 |
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| 引用本文： | 包国宪,胡佳林. 品牌传播的符号学解读[J]. 大连理工大学学报(社会科学版), 2009, 30(2) |
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| 作者姓名： | 包国宪 胡佳林 |
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| 作者单位： | 兰州大学管理学院,甘肃兰州,730000 |
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| 摘 要： | 符号负载信息、传达信息。符号是认识事物的一种简化手段,也是思维的主体。在信息多元化的今天,符号语言的应用对品牌传播和成长发挥着重要的作用。文章从符号学的角度对品牌进行了解读,并在此基础上对品牌传播的目的、品牌传播的原则以及实现传播目的的传播任务进行论述,并以蒙牛的品牌传播为例进行分析。
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| 关 键 词： | 符号 品牌传播 价值 品牌个性 蒙牛 |
Semiotic Interpretation of Brand Communication |
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| BAO Guo-xian,HU Jia-lin. Semiotic Interpretation of Brand Communication[J]. Journal of Dalian University of Technology(Social Sciences), 2009, 30(2) |
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| Authors: | BAO Guo-xian HU Jia-lin |
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| Affiliation: | BAO Guo-xian,HU Jia-linSchool of Management,Lanzhou University,Lanzhou 730000,China |
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| Abstract: | Sign loads the information and conveys it.Sign is not only a kind of simplified means to recognize things,but also the subject of thinking.Nowadays,the application of symbolic language is playing an important role in brand spreading and developing in the society of information multiplication.This article,taking Mengniu as an example,analyzed the purposes of brand communication,the principles of brand communication,as well as the communication roles based on the brand interpretation in view of semiology. |
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| Keywords: | sign brand communication value brand individuality Mengniu |
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