| In1975, James William Carey put forward Ritual Concept ofCommunication, which provides new scope for the study of communication.The study of ritual view communication underwent the way of communicationritual view, media interacts, ritual transmission and media ritual. In the process,the concept, which had been constant, relatively contrary with the origin ofideal religion and celebration, changed to a dynamic one, independent andfading idealism.So far, the academic circles have done much to brand communication andritual cultural, which enables them to propose more mature theories. However,few people refer to the exploration of the brand communication based on aritual view; furthermore, fewer people mention the pattern of brand ritual.Based on human behavior, via the analysis and research of the definitionof ritual in sociology and anthropology field and the research of transmissionand brand in communication field, the essay proposed the Brand RitualCommunication Pattern. While doing the research of the concept, authoranalyzed some cases of typical brand ritual and discussed the transmissionpattern, transmission effect and the exaggerated ritual value.In addition, thecomparative method was used, comparing the cultural features of China’s andoverseas politics, knowledge and words, analyzing the interaction betweencultural research and language environment, investigating the localtransmission feature of brand ritual and its unique operating model in differentcountries and area in an attempt to exert a different and positive influence onthe public, brand and even the study of communication science. |
