基于受众视角的国货老品牌回归现象研究-传播学专业论文.docxVIP

优秀毕业论文 精品参考文献资料 研究生优秀毕业论文 折射出的受众怀旧意识，依据传播学的体验营销理论，具体分析了怀 折射出的受众怀旧意识，依据传播学的体验营销理论，具体分析了怀 旧意识对国货回潮的驱动作用，并由此上升到怀旧文化与国货老品牌 传统文化“对流”的文化意义层面。 回顾着往日的老物件，国货老品牌因受众的怀旧情结带来的影响 不容小觑，人们从中感受着过去纯粹的欢乐和满足，时代更迭，如今 “经典国货”成为艺术和时尚，传达着过去时尚元素在现代社会的持 久生命力。进入后现代消费社会，受众的后现代消费心理影响着国货 老品牌回归现象在社会文化学上的意义。对社会上出现的扭曲国货老 品牌文化内涵、滥用国货老品牌符号滥用(拼贴、复制、伪造等)等 现象，必须给予后现代批判意识上的客观审视，以阐释国货老品牌回 归现象的文化记忆价值，传达敬重民族本土品牌和传承民族文化的社 会责任。尤为重要的是，在全球化背景下，强调传统文化的传承意义 和民族品牌走向世界的品牌意义，对国货老品牌的延续和再生、品牌 价值构建、民族品牌意识的加强以及国家形象的建设有重要意义和深 远影响。 关键词：国货老品牌，受众心理，怀旧意识，后现代主义 II 万方数据 ABSTRACTRetains ABSTRACT Retains the imprint of life with Chinese characteristics of the Chinese old brand，has a long history and rich cultural connotation，is a representative of the cultural memory during the specific period of our country,accumulating generation’S experience and social life，the Chinese projection pursuit of practical，simple thought in the Chinese old brand of the actual item，”classical¨memory has a unique history and culture vMue and social significance，in recent years，in the change of social environment as well as the audience under the influence of psychological change，the Chinese old brand¨mean¨and”signifierin the event of a change，also affects the Chinese old brand value and significance in modem society． Since 2008，’’Chinese hot”phenomenon in the Chinese old brand the papers research object，with audience perspective to explore the Chinese oM brand regression，aims to make modem people’S perception of the Chinese old brand，expand inheriting the Chinese old brand of social significance．Summarize the Chinese old brand regression phenomenon， reasons and its innovative development present situation,combining with ”classical¨brand meaning and cultural connotation of instance，revealing the value significance of the Chinese old brand in new era,suggests that III 万方数据 the the Chinese old brand to brand the importance of emotional value construction and innovative development．Paper on the one hand，based on the consumption psychology of audience，t