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重复是符号的一般本质,是人类文化中各种文本的主要构成方式,品牌作为一种常见的人类文化文本,其基本建构方式是重复。重复既出现在品牌文本孕育过程中,也出现在品牌意义生成过程中。文本内的重复,即组合重复与聚合重复,构成了品牌的符号结构;在品牌意义生成过程中,社会文化尤其是广告等传播活动对品牌文本以及品牌理念的大规模积累重复,使得品牌意义越来越丰厚,最后出现质的飞跃。
Repetition is the general nature of the symbol, is the main form of various texts in human culture, brand as a common human culture text, the basic construction of the way is repeated. Duplication occurs both in the brand text inception process and in the brand meaning generation process. The repetition within the text, that is, the repetition of the combination and the repetition of the aggregation, constitute the symbolic structure of the brand. In the process of generating the brand meaning, the social culture, especially the advertisement and other communication activities, duplicate and accumulate large quantities of brand text and brand concept, The more generous, the last qualitative leap.