摘要
在广告或其他营销活动中,代言人作为连接品牌和消费者之间的纽带,有利于树立公众消费信仰,提高企业知名度,扩大品牌影响,彰显品牌个性。从符号学的视角分析代言人对品牌符号意义构建的作用,有助于加深人们对代言人的认识。
In advertising and other marketing activities, as a bond between the brand and customers, the endorser is beneficial for building public consuming belief, enhancing the popularity of enterprise, expanding the brand impact, and developing brand features. To analyze the effect of endorser on the building of brand symbolic meaning from the angle of symbolism helps to deepen people＇s understanding of Endorser.
出处
《湖南大众传媒职业技术学院学报》
2008年第2期75-78,共4页
Journal of Hunan Mass Media Vocational and Technical College
关键词
代言人
品牌符号
意义转换
Endorser
brand symbol
meaning transformation
