| 季涛频.神话原型在品牌标志创意中的传播价值研究[J].包装工程,2019,40(2):104-108. |
| 神话原型在品牌标志创意中的传播价值研究 |
| Communication Value of Mythological Archetypes in Creation of Brand Logo |
| 投稿时间：2018-11-17 修订日期：2019-01-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.02.018 |
| 中文关键词: 神话原型 集体无意识 象征意义 传播价值 文化附加值 品牌资产 |
| 英文关键词: mythological archetypes collective unconsciousness symbolic significance communication value cultural value added brand equity |
| 基金项目:2017年广东高校省级重点平台和重大科研项目（2017WTSCX137）；广东省“创新强校工程”专项资金资助项目 |
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| 中文摘要: |
| 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。 |
| 英文摘要: |
| 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. |
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