Research On Yanzhi From The Perspective Of Semiotics

Starting with language materials of “Yanzhi”,together with research on definition of “beauty appreciation” by Welsch,this article has found that “Yanzhi” enjoys three dimensionalities of aesthetic degree to describe the appearance of people,goods and spirits.Beauty appreciation of people and goods stresses to satisfy visual needs for sensory pleasure,which accounts for beauty in the “beauty appreciation”.Beauty appreciation in the spiritual world belongs to intellectual and moral dimensionality,so the former is classified into “surface physical attractiveness”,and the latter belongs to “profound attractiveness”.The above is all about chapter 1.Based on division in the chapter 1,the chapter 2 has analyzed generative mechanism of “Yanzhi” phenomena in virtue of analysis paradigm of semiology in the implication system created by Roland Barthes in terms of appearance of people,goods and spiritual world.In the first section,it has selected some materials about physical beauty in all ages and made it clear that people in ancient times preferred to aboriginal beauty and stressed perfect combination of the body,manner and virtue as well as talent.In the Republican period,females dressed up with the help of Paris and Hollywood start effects and foreign decorations to highlight their physical beauty and express their aspirations to struggle against feudalism and liberate females.Under the present the appearance of beauty is a commodity stacking aesthetic symbol.It increases the possibility that the main body intervenes in appearance aesthetic image.It is the influence of commodity economy and consumer society on the appearance of aesthetic discourse of the people.In the second section,by analyzing shape design of NongFu Spring and MINISO and found that,It shows that the appearance of the product turns from the functional appearance of the specification to the aesthetic appearance,and the aesthetic appearance of the brand is displayed in the aesthetic appearance.To be a measure of the value of commodity use and symbol value is to idealize the two,realize the desire to buy the stimulus,achieve the target of exchange,and conform to the internal logic of commodity economy.The aesthetic appearance of goods is an important means to stimulate the purchase desire and realize the exchange.The aesthetic appearance of man is the stack of aesthetic symbols.Shape of "Yanzhi " and material such as line,material,shape color constitute aesthetic expression layer,pointing to the appearance of people and goods look the content of the aesthetic image layer.The logic of consumer society development demand commodity aesthetic symbol constantly updated,with the long-term vision of a consumer society constitute a paradox,so the extension of the developed commodity refers to the meaning,pointing to man's spiritual level,form a stable consumer discourse.The introduction of commodity means the addition of meaning and the functional meaning,which makes the appearance of the goods have the characteristics of the display and the phenomenon of "Yanzhi".On the basis of first two chapters,chapter 3 has found that “Yanzhi” which is formed by the influence of commodity economy shows the quantification and plasticity of human aesthetic appearance.This feature urges consumers to take the initiative to choose the elements that shape the aesthetic image of the individual in the face of the innate physical body.At the same time,the "Yanzhi" of commodities represents the use value and symbol value of the goods with positive attitude.Firstly,it is the myth for variety,freedom and equality.Currency is the realistic scale to achieve fantasies,yet it has been hided by aesthetic appreciation.The economic activity of consumers is wrapped in the dream of aesthetic fantasy,and behind the monetary face is the materialization and alienation of production to the masses.So aesthetic sumptuous,the myth of freedom,equality of main body as a producer by living circumstances of materialization and alienation by cover,subject after exit from the role of producer and get into the logic of the consumers,consumption of self,subsidence of self.Second,people's "Yanzhi" and the "Yanzhi" of commodities are regarded as the way to read the spiritual world of the subject.The connections to the spirit world and depending on the symbol means,accepted by the public rationality as a thought is the cause of the spiritual dimension of commodities,the main body of the identity and subjectivity context development respectively with the rationality of the construction and consumption.The appearance of people and goods appearance and spirit appearance in the “Yanzhi” refers to the symbolic system through setting up their resultant force shaping the present Chinese ideology,making it the consumption,provide constant power consumption activities.In this process,consumers are satisfied with the improvement of their "Yanzhi".In pursuit of the "Yanzhi" of goods,self-oriented spiritual pursuit is aimed at locating others.But the whole process is reasonable in commodity logic and depends on the symbol value of commodities.But the symbols in the consumer society are floating,very little,with arbitrariness and blindness.In this way,the main body is used to distinguish the self,construct the subjective cognition,and fall into the logic of consuming culture,which causes the construction of the subject to be difficult and requires the public to be critical.