Apparel Symbols In The Context Of Commodity Culture Studies

This thesis, based on the general principle of semeiology, analyses and interprets clothing symbols phenomenon in the context of commodity culture, as well as with clothing brand and the marketing principle, sums up the application of costume commodity symbol in the commerce practice. The topic is still a new research area of in our country.The thesis is composed of four parts. The first part focuses on the current characteristics of commodity culture analyses consumption phenomenon in the market by applying principles of economics, and comes into conclusions that commercial activities are also a kind of symbol activity with universal significance, clothing goods have unique symbol value in the commercial activities as well. It also defines the theoretical foundation and research perspective.Basing on the theory of semeiology, the second part analyses clothing symbols phenomenon and its features, and reveals that the fundamental purpose of building clothing goods symbol is to let the goods themselves "speak", realizes the direct "communication" between consumer and goods. Combined with marketing and brand communication theories, it also analyses the symbolization of clothing goods and the expression and spread of the meaning of symbols.The third part, based on clothing brand and the marketing principle, combined with clothing goods symbol features, expounds that brand value is only able to be expressed by brand symbol elements, and through symbolization examples of package, display and advertisements, discusses the role of the basic symbols and its application rule in brand symbols.The fourth part bases on the analysis and research of the symbolization principles of clothing brand, gives an example case about building the symbol of the Zhuangji brand, and discusses the applications of semeiology principles in actual commercial behavior, such as brand spread and marketing.The thesis is a complement to theoretical research on the clothing semeiology, but also makes a necessary discussion about the research methods of clothing brand symbol, so as to provides a research ideas to the practical issues, such as brand management in the clothing industry.