| This text proceeds with semiology and angle of symbol consumption, regard mobile phone as intermediaries, have made overall and deep analysis to its' consumption characteristic. Turn to study symbol , mobile-phone of oneself to from symbol that consume its, propose the mobile-phone under the consumption background of symbols finally and develop the frame .The symbol of mobile-phone consumption includes three respects, the advertisement of namely the mobile phone , the brand image of the mobile-phone and mobile-phone itself. Under the circumstances that the advertisement of the mobile phone , symbol of the brand were held and got, the mobile phone has already no longer only been only a mobile phone , it has already become a kind of symbolic symbol, and this kind of symbolic meaning is exactly consumer's key factor of buying mobile phone .Since people consumption symbol meaning of mobile phone, mobile phone that meaning of oneself how commit? This text has described the epitaxy and intension of the mobile phone systematically in terms of semiology , it expounds epitaxy and practical operation rule of intension to combine the instance analysis.Finally, two angles of culture and brand culture since consumption of this text set out, by the look of the positions of enterprises, it is one taking consumption culture as basis for mobile phone not to develop, combine one's own brand thinking of culture is it is it get to hold to come, under the background of symbol consumption, the essence of its consumption culture is a symbol of the difference, it is basic that this is exactly the mobile phone is developed . Certainly, continuity of brand and and difference of symbol the two none of them can be dispensed with. Here to consider at the time of a product design this seems to be a kind of fresh method in the advertisement making, but such synchronous development thinking of can strengthen brand their even more, the product development thinking can bring some enlightenment to enterprise perhaps.
|
PDF Full Text Request