神话原型在品牌标志创意中的传播价值研究
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摘要
目的探讨神话原型的有效沟通性。方法以荣格的原型与集体无意识为理论依据,以跨学科视角阐述神话原型赋能品牌标志独特的象征意义,构筑品牌与用户有效沟通的桥梁,从视觉层面、心理层面、精神层面剖析品牌标志如何借助神话原型核心性的传播力量诠释企业精神、核心价值,传播品牌文化内涵、产品特质。结论品牌标志创意设计要精心提炼企业愿景、品牌灵魂、产品特质,深研民族文化心理结构,精准洞察消费者需求,深挖中国神话原型背后的民族精神和文化底蕴,推动中华优秀传统文化创造性转化、创新性发展。同时,在中国品牌国际化发展中,汲取中国神话原型中的智慧,以原创力及美的形式彰显独特的中国品牌精神,传播中国品牌文化自信,展现中国品牌气质,讲好中国品牌故事,提升中国品牌传播价值,促进品牌与消费者心智的有效沟通,创造品牌文化附加值,实现双赢。
The paper aims to explore the effective communication of mythological archetypes. Based on the theoretical basis of Jung's archetype and collective unconsciousness and from the interdisciplinary perspective, the bridge of effective communication between brand and consumers is constructed through elaborating the unique symbolic significance of the mythological archetype for brand logos. What's more, from the perspective of vision, psychology and spirit respectively, it is expounded how the brand logos employ the core transmission power of mythological archetype to interpret enterprise spirit and core values and so as to spread the cultural connotation of the brand and the product characteristics. The creative design of brand logo should carefully refine the corporate vision, brand soul and product characteristics, deeply study the psychological structure of national culture, accurately gain insight into consumer needs and fully reveal the national spirit and cultural background behind Chinese mythological archetypes so as to promote the creative transformation and innovative development of Chinese refined traditional culture. At the same time, in the development of Chinese brand internationalization, for a win-win effect, the wisdom of Chinese mythological archetypes should be absorbed, the unique Chinese brand spirit in the form of originality and beauty should be demonstrated, the confidence of Chinese brand culture should be spread, the Chinese brand temperament should be shown, Chinese brand stories should be well told, the value of Chinese brand communication should be enhanced, the effective communication between brands and consumers' minds should be promoted, and the added value of brand culture should be created.
The paper aims to explore the effective communication of mythological archetypes. Based on the theoretical basis of Jung's archetype and collective unconsciousness and from the interdisciplinary perspective, the bridge of effective communication between brand and consumers is constructed through elaborating the unique symbolic significance of the mythological archetype for brand logos. What's more, from the perspective of vision, psychology and spirit respectively, it is expounded how the brand logos employ the core transmission power of mythological archetype to interpret enterprise spirit and core values and so as to spread the cultural connotation of the brand and the product characteristics. The creative design of brand logo should carefully refine the corporate vision, brand soul and product characteristics, deeply study the psychological structure of national culture, accurately gain insight into consumer needs and fully reveal the national spirit and cultural background behind Chinese mythological archetypes so as to promote the creative transformation and innovative development of Chinese refined traditional culture. At the same time, in the development of Chinese brand internationalization, for a win-win effect, the wisdom of Chinese mythological archetypes should be absorbed, the unique Chinese brand spirit in the form of originality and beauty should be demonstrated, the confidence of Chinese brand culture should be spread, the Chinese brand temperament should be shown, Chinese brand stories should be well told, the value of Chinese brand communication should be enhanced, the effective communication between brands and consumers' minds should be promoted, and the added value of brand culture should be created.
引文
[1]荣格.原型与集体无意识[M].北京:国际文化出版公司,2011.JUNG.Prototype and Collective Unconscious[M].Beijing:International Culture Publishing Company,2011.
[2]约瑟夫·坎贝尔.千面英雄[M].杭州:浙江人民出版社,2016.JOSEPH C.Thousand Faces of Heroes[M].Hangzhou:Zhejiang People's Publishing House,2016.
[3]叶舒宪.神话--原型批评[M].西安:陕西师范大学出版社,2012.YE Shu-xian.Myth:Prototype Criticism[M].Xi'an:Shaanxi Normal University Press,2012.
[4]玛格丽特·马克,卡罗·皮尔森.以神话原型打造深植人心的品牌[M].汕头:汕头大学出版社,2003.MARGARET M,CAROL P.Buiding up Impressive Brands With Myth-archetype[M].Shantou:Shantou University Press,2003.
[5]唐卉.从神话原型到品牌图腾--解读《很久很久以前》的文学人类学意蕴[J].江西社会科学,2005(10):37.TANG Hui.From Mythological Prototype to Brand Totem:Interpreting the Anthropological Implications of Long Ago[J].Jiangxi Social Science,2005(10):37.
[6]彭吉象.艺术概论[M].上海:上海音乐出版社,2017.PENG Ji-xiang.Introduction to Art[M].Shanghai:Shanghai Music Press,2017.
[7]凯文·莱恩·凯勒.战略品牌管理[M].北京:中国人民大学出版社,2013.KEVIN L K.Strategic Brand Management[M].Beijing:Renmin University of China Press,2013.
[8]李肇芬.“马超龙雀”被定为我国旅游图形标志[N].人民日报,1983-12-05.LI Zhao-fen.Dragon Sparrow is Designated as China's Tourism Logo[N].People's Daily,1983-12-05.
[9]宗白华.宗白华全集[M].合肥:安徽教育出版社,1994.ZONG Bai-hua.Complete Works of ZONG Bai-hua[M].Hefei:Anhui Education Press,1994.
[2]约瑟夫·坎贝尔.千面英雄[M].杭州:浙江人民出版社,2016.JOSEPH C.Thousand Faces of Heroes[M].Hangzhou:Zhejiang People's Publishing House,2016.
[3]叶舒宪.神话--原型批评[M].西安:陕西师范大学出版社,2012.YE Shu-xian.Myth:Prototype Criticism[M].Xi'an:Shaanxi Normal University Press,2012.
[4]玛格丽特·马克,卡罗·皮尔森.以神话原型打造深植人心的品牌[M].汕头:汕头大学出版社,2003.MARGARET M,CAROL P.Buiding up Impressive Brands With Myth-archetype[M].Shantou:Shantou University Press,2003.
[5]唐卉.从神话原型到品牌图腾--解读《很久很久以前》的文学人类学意蕴[J].江西社会科学,2005(10):37.TANG Hui.From Mythological Prototype to Brand Totem:Interpreting the Anthropological Implications of Long Ago[J].Jiangxi Social Science,2005(10):37.
[6]彭吉象.艺术概论[M].上海:上海音乐出版社,2017.PENG Ji-xiang.Introduction to Art[M].Shanghai:Shanghai Music Press,2017.
[7]凯文·莱恩·凯勒.战略品牌管理[M].北京:中国人民大学出版社,2013.KEVIN L K.Strategic Brand Management[M].Beijing:Renmin University of China Press,2013.
[8]李肇芬.“马超龙雀”被定为我国旅游图形标志[N].人民日报,1983-12-05.LI Zhao-fen.Dragon Sparrow is Designated as China's Tourism Logo[N].People's Daily,1983-12-05.
[9]宗白华.宗白华全集[M].合肥:安徽教育出版社,1994.ZONG Bai-hua.Complete Works of ZONG Bai-hua[M].Hefei:Anhui Education Press,1994.