A Semiotic Interpretation Of The Brand Communication Of Cultural And Creative Works In The Imperial Palace

This paper attempts to interpret the cultural and creative brand communication of the Forbidden City from the perspective of semiotics.Brand is a communication symbol with certain connotation used to refer to a specific product or service.The value of brand symbol lies in the meaning and personality of the brand.The main goal of brand communication is to improve the value of brand symbol.In order to obtain new meanings,there must be new ideographic behaviors.Brand communication is the concrete presentation of the ideographic behaviors of brand symbols.And people know the world and participate in social activities of the three symbols for the sense of symbols,symbols,text symbols,the three types of symbol is refers to the behavior of the carrier,is also the carrier of brand communication,in other words,the brand is based on the spread of the three symbols,achieve brand rich symbolic meaning,thus promoting the value of brand symbol.In the context of consumer society,in the brand communication of the Palace Museum,image symbols are used to carry out visual persuasion,language symbols are used to interpret and deepen the meaning,and consumption ceremony indicators are used to concretely present the brand meaning,realizing the "gear shifting acceleration" of the brand symbol meaning.in the image symbol communication of the cultural and creative brand of the Forbidden City,visual symbols are not only used to realize the identification and differentiation of the brand,but also to create a dream mirror image and create shopping desire,showing the integration of the brand and modern life.Brand story narrative,on the basis of clear of,authenticity and consistency of logic,using a simple compact structure and can be read,highlights the Forbidden City,creates the brand characteristic of the palace culture background and aesthetic tendency of court shaped kind fashionable brand image,and actively fusion modern context brand values,deepening the connotation of the brand;In the construction of brand consumption ceremony,through the selection of ceremony location,the construction of ceremony scene and the presentation of service performance,the audience can get the realization of taste and identity recognition in the consumption ceremony,which further enriches the connotation of brand symbols.Through the dissemination of these three symbols,the cultural and creative brand of the Forbidden City enriches the significance of the brand symbols,strengthens the brand personality,and makes it stand out among similar brands.