论品牌意识形态与品牌崇拜

Discussion on Brand Ideology and Brand Worship

在大众传播时代,品牌是社会身份与文化的象征。品牌的象征意义通过反复的传播诉求,被演绎和转换生成为社会观念、生活方式和心灵体验——"品牌意识形态"。它是消费者通过品牌进行自我精神投射的体验方式,是人类被隐藏的欲望被激活的呈现。在品牌意识形态中,人与世界构建了独特的精神对话方式,在失落的心灵空间里,寻找和确认自我存在的价值与意义。

Brand is a symbol of social identity in the time of mass communication. And the symbolized meaning from a brand has been turned into a social idea, life style and soul experience through an appeal in mass communication repeatedly-brand ideology.It is a mental projection in the consumer＇ s experience with a brand, and also an presentation of human desires that has been hiden. It is a dialogue style that consumers set up with the world and find and confirm the existense of self-value and significance to fullfill the immaterial space which ever is void.