The Aesthetic Study Of Mythical Effect On The Brand

This thesis regards the mythical effect on the brand as the research object, and from the aesthetic point of view it studies the object by historical and logical research means. In the course of the analysis of both horizontal and vertical respects, it throws light on the realization of social guarantees and the general psychological mechanism, and then reveals the characters of times of human spiritual building and construction.The realization of the mythical effect on the brand mainly depends on three factors. Among them, the acquisition of the brand speaking function is the functional guarantee of it; The collective unconsciousness that human fall in love with themselves without consciousness is the psychological mechanism of it; Under the background of the consumers' society, the weakness of people' s spiritual life has offered the opportunity for it. Considering these three factors further, we find: The acquisition of the brand speaking function has been on the basis of effective efforts that people' s spiritual life regulate the triple life' s balance consciously. The original intention of this kind of regulation that prevent human from materialized inclination has been the profound and significant culture efforts. But because of making trouble by the collective unconsciousness that has hidden in mankind's deep psychology, this human' s spiritual means that is full of reason has unconsciously moved towards its own reverse side: The harder People apply the spiritual means to the matter , the stronger the matter has spiritual power to make people follow it blindly . When the matter that has the spiritual strengthen has entered the people's life more and more generally, it is easy for people to lose themselves. Naturally, the people' s spiritual life has weakened inevitably. This is a bewildering circle. This is a paradox. But such bewildering circle and paradox exists in any human historical periods. The fact what has mentioned above enlighten us. Therefore, it is the most radical means to help people break the brand mythology and get out of the consumers' swirl is to get rid of mankind' s profound narcissism psychology, and really go out of human mythical era.