The Segments Being Shown:A Case Study On The Window Design Of Xinjiekou Commercial Circle

This article is a dissertation on inter-class taste segmentation research,focusing on the interaction between culture as a capital in the consumer society and identity construction and identity.The core theory used in this paper is Baudrillard's "symbolic consumption theory" and Bourdieu's "taste separation theory." The article adopts a descriptive research method and is supplemented by a quantitative analysis.Taking Nanjing Xinjiekou commercial circle as a case,the brand window design content in the shopping circle is the object of study.Through analyzing the window design content of different brands,how to model The characteristics of the images and tastes of different social strata,thus demonstrating the cultural distinctions among the strata,and the fact that cultural capitals play a leading role in the market.This article adopts the parallel article structure,the first,second,third and chapter,respectively analyzes the gender image,professional image and window space scene design of high-end brands,mid-end brands,and popular brands.The fourth chapter is summarized.As for the image presented in the showcase,the image displayed in the high-end brand showcase can be seen in the trimming,good texture,and calm color of the image in the high-end brand window.For the mid-end brand window image,due to its The consumer class has a large volume,a variety of internal structures,and a variety of styles.On the analysis of materials,patterns,and styles,we can find that the middle class is in the image of a sensible imitation of the upper class,shaping the professional image.More is to express a rigorous sense of order;for the window image of the public brand,the consumer's class is located in the lower part of the social structure,the occupation is diverse and trivial,the limited capital,making them live The pressure was translated into "seeking differences" in the image to express black humor to life.In addition,due to the advancement of industrial technology,the material production problem is eliminated,and large-scale production and fast-changing fashion are not just the public.The entire society is obsessed with the ocean of things,and is in the process of imitation and chase.The window gives them self-identity.Hope with a good life.However,the recognition of a collective identity is achieved through the image and cultural tastes among the strata,but it is not realized that the so-called image and brand are carefully constructed by the merchants in pursuit of maximization of interest.It can be said that this kind of image culture is the product of the collective construction of the entire social consumer groups and markets in practical activities.As a product of historical practice,it also implies that social groups are in agreement with the symbolic material and cultural connotations.However,it cannot be denied that the upper class has the largest capital in the dominant position of the social structure,and at the same time has the most dominant and discourse power in the image construction.Volkswagen's capital strength is the weakest and it is relatively dominated.It may be said that this is an interactive game in which the capital dominates the consumer groups and the market.In the collective unconscious,the image is recognized and the identity is affirmed.Therefore,the image and taste created in the window does not have the consumer's sense of subjectivity.To be precise,it cannot be a means of identity.Finally,this article believes that we should dare to break the window illusions created under the consumer culture,affirm the meaning of real life,and strive to get rid of the fortress of capital and build our own inner freedom.