[1]陈俊男,梁惠娥*.中国服装品牌文化符号设计的“西化”与“本土化”现象[J].服装学报,2021,6(05):444-450.
　CHEN Junnan,LIANG Huie*.Westernization and "Localization" of Cultural Symbol Design for Domestic Apparel Brands[J].Journal of Clothing Research,2021,6(05):444-450.
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中国服装品牌文化符号设计的“西化”与“本土化”现象()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第6卷
期数:
2021年05期
页码:
444-450
栏目:
服装设计与营销
出版日期:
2021-10-30

文章信息/Info

Title:
Westernization and "Localization" of Cultural Symbol Design for Domestic Apparel Brands
作者:
陈俊男1; 2;  梁惠娥*1; 2
1.江南大学 设计学院,江苏 无锡 214122; 2.江南大学 江苏省非物质文化遗产研究基地,江苏 无锡 214122
Author(s):
CHEN Junnan1; 2;  LIANG Hui’e*1; 2
1.School of Design,Jiangnan University,Wuxi 214122,China; 2.Intangible Cultural Heritage Research Base in Jiangsu Province,Jiangnan University,Wuxi 214122,China
分类号:
F 713.55; J 524.4
文献标志码:
A
摘要:
品牌文化符号化是使产品和服务具有识别性的基本手段,也是彰显企业个性与传递企业信息最简单直接的方式,塑造文化符号成为中国服装品牌在树立形象、建立品牌联想、提高知名度过程中不可或缺的环节。以“西化”和“本土化”两种塑造文化符号的设计风格为例,在信息传递的视域下,依据罗兰·巴尔特“换挡加速”理论,对中国服装品牌中应用“西化”与“本土化”品牌名称及标志的现象进行分析,构建信息传递过程中文化符号的传导机制,并指出设计风格、品牌形象和品牌联想是服装品牌成功塑造文化符号的必要条件,总结国产服装品牌在塑造文化符号过程中选择设计风格的内在规律,为品牌营销策略提供理论指导。
Abstract:
Brand culture symbolization is the basic means to make a product and service recognizable, and it is also the simplest and most direct way to show corporate personality and convey corporate information. Shaping cultural symbols has become an indispensable link in the process of establishing an image, establishing brand associations, and increasing the popularity of Chinese apparel brands.This article takes "westernization" and "localization" as two examples of design styles that shape the brand’s cultural symbols. Under the visual threshold of information transmission, based on ROLAND B’ theory of "shifting acceleration", this study analyzes the domestic apparel brands that use the brand names and logos with "westernization" and "localization" features, build the transmission mechanism of brand cultural symbols in the process of information transmission and point out design style, brand image and brand association are the necessary conditions for shaping successful cultural brand cultural symbols. The internal law of choosing design style in the process of cultural symbols was summarized to provide a guidance for the brand’s marketing strategy.

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更新日期/Last Update: 2021-10-30