浅析商品符号意义的社会建构——兼评麦克拉肯的文化意义流动模型

Social Construction of Symbolic Meaning of Commodities

人们对商品符号意义的消费已成为一种重要的活动。商品符号意义的社会建构大致涉及到两个方面:市场商人主导下的符号意义的生成与传播主要有广告系统与时尚系统两个途径,消费者协商参与下的符号意义的共识建构,市场商人在进行营销沟通时,应充分考虑到消费者的协商性参与及创意策划的文化适切性。

The consumption of the symbolic meaning of commodities has become one of the major social activities. The social construction of the symbolic meaning of commodities involves two aspects： the generation and spread of symbolic meaning dominated by merchants on the market through advertisement and fashion approaches; the construction of symbolic meaning participated by consumers. While conducting marketing communication, the merchants shall give full consideration of the involvement of consumers and cultural adaptability of program.