皮尔斯符号学视阈下的品牌符号传播机制分析

Analysis of Brand Symbol Communication Mechanism Based on Peirce Semiotics

品牌是指称商品、服务或组织机构的一种符号,品牌传播也必然遵循着符号传播的一般机制。依据皮尔斯符号三分类理论,品牌符号传播机制可分为理据性机制和规约性机制,品牌符号传播理据性机制通过肖似性机制或因果邻近性机制发生作用;品牌符号传播规约性机制通过约定性机制发生作用。两类机制的不同作用最终形成像似性、指示性和规约性三类品牌符号。同时必须强调的是,品牌符号传播理据性机制和规约性机制在品牌传播实践中又表现出某种趋同性,即规约性机制在长期使用中呈现出理据性,或理据性机制渐渐消失而呈现出规约性。

A brand is the symbol of one commodity,service,or organization,and its symbolization process abides by the general mechanism of symbolization.According to Peirce semiotics,the brand symbolization mechanism can be divided into the motivation mechanism and the conventionality mechanism.The former acts through the dissimilarity mechanism or the causal proximity mechanism,while the latter acts through the agreed mechanism.The different roles of the two types of mechanisms eventually lead to three types of brand symbols:iconicity,deixis and conventionality.At the same time,it must be emphasized that the brand symbolic motivation mechanism and the conventionality mechanism show some convergence in the practice of brand communication.The conventionality mechanism could give way to motivation mechanism or the other way round.