Text Of The Shoes

The relationship between substance and human could never be fixed. With the development of market economy, the realm of substance expanded fleetly, which lead to an inevitable phenomenon: the dread of substance. In consumer society, such dread evolves into the tough conflict between Culture and commercialization, which seems that the latter may destroy the front completely.But consumer society still needs a system of validity explanation. Substance and commodity bloomed so gloriously, design and release filled every corner around the world, even art, religion and tradition were commercialized rapidly. The concept of market affects people's thought, conduct, identity, relationship, which compels us to recognize the meaning of substance over again. Substance was no longer something we use, and no longer validated by their functions, the essence of symbol and text of substance was unveiled by the prosperity of market. Commodity with single function would be washed out by the market competition, but those with symbolic value were adored. Functions were no longer the most important issue, and brand was emphasized more frequently. A new question comes out: Where is the brand comes from?The linguistics of broad sense is a reliable way to interpreting such issues, which perceives the essence of symbol of substance. Simply interpreting, as a symbol of substance, function is denotation, brand is connotation. Stuffs nowadays are all expressions and representations of something inside human life, like feeling, spirit, emotion, etc. Only stuff corresponds to such emotion could make excellent market appropriation, which is the most prominent appreciation in consumer economy.Based on such views, we choose the shoes as our sample of finding and confirming the evolvement of a substance. We would retrospect shoes' brief history in China, exemplify the variances of denotation and connotation. Then we will focus on the consumer society, to analyze an outstanding brand of NIKE, AIR JORDAN, which is the most successful brand all over the field of basketball gear. We will adopt the weapon of cultural design which could make our views wider, to summarize the meaning of shoes in consumer society.Wish this could be a useful attempt.