Research On The Two Dimension Culture In Marketing

The two dimension culture is a cultural form built around the virtual world,including animation,comic,and game.It is becoming the focus of brand marketing and attracting the attention of mainstream media.This paper uses the the Circle of Culture Theory of Hall,who is a representative of the School of Cultural Studies,as an analytical perspective.Through qualitative analysis of 23 brands and 30 marketing campaigns,this paper attempts to explore the symbolic significance of the two dimension cultural symbols in the process of circulation,which is how to be represented,identified,produced,consumed,and regulated by different subjects.The researcher believes that the significance construction of the two dimension cultural symbol change with the marketing context and cultural context,and the virtual images have been the carrier of the significance.The identity of the two dimension culture by enterprises or brands is reflected in the use of the two dimension cultural significance to give the brand personality,through the two dimension culture to reach the target consumer group,and promote the two dimension cultural group to generate internal group preference.The brands' construction of the significance of the two dimension cultural symbol have encountered the deconstruction of consumers.Therefore,the brands have built a new symbolic significance based on the interaction of consumers.The significance is determined by the producer and the consumer.They unite to build,break or reconstruct the significance of the two dimension cultural symbols in the marketing campaigns.Corporate brand and official mainstream media conduct commercial incorporation and ideology incorporation of the two dimension culture.The attitude of the two dimension cultural group to the incorporation is obedience or resistance,depending on the application context,marketing,and communication strategies of the each subject.In addition,different subjects have misunderstood the interpretation of the two dimension culture.The use of the two dimension culture by enterprises or brands have some shortcomings,which including gender inequality,placing women in a passive position,and examining them from a male perspective.The two dimension cultural group ignore all significance and entertainment-oriented attitudes,also reduce their own cultural influence.The research not only enriches the theoretical research on the two dimension culture and consumption culture,but also has a certain degree of significance to the development of brand marketing and cultural and creative industries.