品牌理论的艺术学解读

Artistic Interpretation of Brand Theory

艺术创意与商业利益伴生的事实要求艺术学研究在应用层面上对相关问题进行阐释。相关营销理论将艺术创意作为实践手段进行了分析,跨出其既有学科领域,其要点与艺术文本传播的焦点相契合。艺术研究亦可以主动探索品牌理论所包含的艺术问题,从视觉形象、品牌叙述和表演行为方面探讨品牌识别,从艺术形象入手阐释品牌个性,以文本的召唤结构和读者意义的概念入手给出对品牌认知的理解,另辟蹊径解答实践中的现实问题。

The correlation of artistic innovation and commercial profit requires artistic interpretations of related issues in application. The related marketing strategies analyze artistic innovations as means of practice with a trans - disciplinary study that accords with the spread of artistic text. While arts study also can explore the artistic issues embodied in brand theory by differentiating brands with visual images, brand narratives and performance behaviors to interpret brand uniqueness from its artistic image and to comprehend the brand cognition with the evocative structure of text and readers＇ meanings to solve the practical problems in practice from different perspectives.