品牌传播中图像的符号过程与语义分析

Analysis of Symbol Process and Semantic of Image in Brand Communication

以语义学原理为启示,分析了图像符号在品牌传播过程中的应用,论述了品牌传播的本质、图像符号在品牌传播中的功能和作用、品牌传播中图像符号语法结构和语义生产层次。在此基础上,提出了图像符号因"真实感"的再现在品牌塑造过程中起着关键性作用;图像符号的层级、语法与语言符号具有异质同构的特征,品牌图像符号的意义生产具有识别、经验、判断3个递进层次语义过程。

Taking the semantics principle for inspiration, it analyzed the application of graphic symbol on the process of dissemination of brand, discussed the essence of brand, function and semantic structure of graphic symbol in brand communication. And on this foundation, it came to conclusions as follows： graphic symbols play a key role in the brand communication because of ＂realistic＂ reproduction; graphic symbols of rank, grammar has the characteristics of heterogeneous isomorphism with language symbol; brand graphic symbol meaning production has three progressive levels of semantic category with the recognition, experience, judgment.