主题：运用符号学培育中国富裕消费人群的品牌素养
主讲人：Laura R. Oswald
伊利诺伊大学广告学系副教授 纽约大学博士
批判理论、品牌策略、消费者研究和符号学领域专家
时间：
地点：院楼311
英文题目与摘要:
Title: Developing Brand Literacy among Affluent Chinese Consumers: A Semiotic
Perspective
Abstract: Consumer acculturation is the process by which consumers learn the
codes required to participate in consumer culture. In this paper, I focus in
particular on the notion of ‘brand literacy,’ e.g. the ability of consumers to
acquire and manipulate the codes structuring brand meaning as it is
communicated in advertising signs and symbols, retail spaces, and packaging.
By means of an ethnography with affluent consumers in Shanghai, PRC, I
discovered that current advertising for European luxury brands failed to garner
the deep, visceral response of consumers, who collapsed brand distinctions into
a somewhat generic association with high price, status, and distinction. In order
to articulate sites of semiotic productivity and resistance in the Chinese luxury
sector, I develop a structural semiotics approach to brand “literacy,” and
suggest ways that advertising may contribute to this acculturation process.