In recent years,the"National Trend"(a fashion trend that embraces Chinese cultural ele-ments)has become a mainstream consumption trend,catalyzing the rise of"New National Trend"culture.Various brands under the"New National Trend"umbrella have leveraged symbolic texts and cultural ele-ments to innovate their brand images amidst the trend.By interpreting the various trendy and retro charac-teristics embedded in symbolic texts,brands utilize semiotics,communication studies,aesthetics,and other perspectives to horizontally combine and vertically aggregate the linguistic and visual symbols of their brand images.Through encoding and decoding,audiences are prompted to associate with the brand's connota-tions,aiming to construct a scientific brand image symbol that conveys the brand's culture and ideas while optimizing its visual symbols.Taking the"New National Trend brand image"as the research object,this study combines empirical observation,literature analysis,and case analysis to explore the symbolic dual-ax-is relational structure of the New National Trend brand image during the encoding and decoding process from linguistic to visual symbols.It elaborates on the selection and interpretation of the meaning of the"New Na-tional Trend"brand's symbolic texts,discusses the dual-axis operation process of the New National Trend brand image,facilitates the textual construction and analytical process of its New National Trend brand im-age,and reshapes the New National Trend brand image.
关键词
新国潮/品牌形象/符号学/双轴关系理论
Key words
New National Trend/brand image/semiotics/dual-axis relational theory
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