The Semiotic Study Of Farm Feast’s Branding Development In Lao Shan

The development of modern tourism economy and urbanization leads to somechanges of diet consumption patterns. Farm Feast stands for green, health and nature.It attracts large quantities of urban consumers. But most of farm feasts in Lao Shanare family-style business mode. This type of farm feasts have some shortcomingssuch as small size, low reputation, disordered management, single and repetitivecontents and unobvious characteristic. Nevertheless, the consumers prefer brand inmodern society. Brand represents not only high quality but also fashion and taste.Therefore, the branding development of farm feast in Lao Shan is imperative. Theeconomic study of branding is in depth. Semiotics researchers keep trying to studysocial activities using semiology. They hope that semiotics can provide economy withhelp. Hence, this paper think that semiology methods can open up a new way forbranding development of farm feast in Lao Shan.The establishment of farm feast’s brand in Lao Shan includes the exploitation offoreground and the truth of background.The early stages of brand is the forming process of foregrounding. The process isfrom natural objects to the first level of symbol and from the first level of symbol tothe second level of symbol. Foregrounding includes signifying of farm feast entityand network. Firstly, natural objects need to be transformed into symbol. Designatumcan be showed by signifiant using language, character or image. And signifiant canexpress some significance. Objective reality is associated with symbol by named.Naming here is not the creation of language and character. According tonomenclator’s subjective attitudes, it forms new signifiant by using pre-existinglanguage and character. Farm feast is a kind of cultural consumption and touristconsumption. Every object must have a name that it can be identified. Natural objectsare changed into story. Natural objects enter into human society by combining wordwith object. Foregrounding is in a state of low awareness at this time. Language is linear, time-bound and invisible. It influences the progress and deepness offoregrounding. Language needs supplement of character and image. The signifying offarm feast entity is the first level of foregrounding. Network is a fictitious platform.And it can not show the object directly. So it needs the help of picture and image. Asthe signifiant, it points to the first level symbol system. The signifiant of the secondlevel symbol does not come into contact with object. But, it is by virtue of existingsymbol.Farm feast is a substantiated management. The customer consumes object andservice instead of symbol. Although they select symbol from network. It needs toinsure the truth of background. As a consequence, brand will be lasting. Thesubstantialization includes two parts. The first part is the truth of the foreground. Andthe other part is the truth of the consumption process. The two parts are separated, butthey are unitive in the substantialization. The consumers consume products andunique culture. Language and character close over the attribute of object in theconsumption of menu. Signifiant and designatum are present. It has the explanation ofwords and the exhibition of objects. It shows superficial and deep-seated attribute toconsumers. Meanwhile, the operator should abandon monologue management. Theyshould give the right of speech to consumers. As a result, it will establish a newpattern that they can communicate with each other with it.