“大槐树”的品牌意象与民族文化身份认同的再造

Brand Image of"Grand Scholartree"and the Reestablishment of National Cultural Identity

山西洪洞“大槐树”历来被视为华夏民族家园的象征。这一特殊意义使它在“城镇化”进程中被当地政府打造成为洪洞县城的品牌意象;山西洪洞“大槐树”品牌意象的塑造可以分为三个阶段:史实与生活意象的生成,艺术再现与审美意象的生成,城市营销策略与品牌意象的生成。“城镇化”进程的加快引发了民众心理上强烈的“文化寻根”危机,甚至在一定程度上破坏了民众对自我民族文化身份的认同。大槐树的品牌意象内含了传统文化的现代转化方式,可以在一定程度上再造适应社会现代性发展的新民族文化身份认同。

The"Grand Scholartree"Shanxi Hongdong has always been regarded as a symbol of Chinese national homeland.This special significance makes it a brand image of Hongdong County by the local government in urbanization?The shaping procedure of Shanxi Hongdong"Grand Scholartree"can be divided into three stages:historical research,legends and life image production;art reproduction and aesthetic image production;urban marketing strategy and brand image production.The speeding up of urbanization stimulates cultural psychological crisis for"seeking cultural root"and even damages the acknowledgement for national cultural identity themselves.The modern transformation for traditional culture inside"Grand Scholartree"brand image can reproduce a new national cultural identity conforming to modernity development at a certain extent.