符号观念
Symbol conception
符号的力量在哪?伟大的符号可以改变一个时代的世界观、认知观;能够引领一个时期的流行文化;改变一个产品、企业的命运。
在一种认知体系中,符号是指代一定意义的意向,可以是图像的文字组合,也可以是声音信号、建筑造型,甚至可以是一种思想文化、一个时势……你记得张三李四可能麻烦,但是你记得大胡子、小眼镜就方便多了,所以符号也可以说是由人的认知习惯造成的。
广告传播的基本目的应该是给人们以一种最基本认知,那么符号在广告传播中到底是一个什么样的角色呢?
从古到今,凡大成者,都在谈谋略。广告人也都在说策略,说定位,都觉得广告有了策略、定位就什么都解决了,可它真能解决一切问题吗?当然不是,世间没有什么东西可以解决一切问题的,没有万能钥匙。
那么符号和策略、定位又是什么关系呢?一个产品的诞生犹如一个新生命的诞生,性别已经确定,定位就是赋予这个男人或者女人一个短期或长期的社会角色,角色确定以后,就面临怎样去打造这个角色。大家就会想到运用文字、图形、声音等等来解决这个问题,这些就是符号,所以,我们认为定位解决的是对与错,是科学,是逻辑思考的结果。而符号解决策略、定位诞生后所面临的表现问题、传播问题。策略定位在广告范畴里是很小的一部分,而伟大符号的出现能够使产品和企业更加强盛。
红旗是一个时代的符号,她是一种革命,一种精神;义勇军进行曲也是一种符号,歌词与音乐阐述了国人的心境,激昂了人民的斗志。
符号的力量,它可以改变世界,改变时代,改变企业,改变你我。
伟大的符号成就伟大的品牌,它不但可以影响人们的话语、行为、更重要的影响人们的观念、认知。现在进入了符号的时代,让我们一起迎接符号时代的到来。
What is the strength for symbol? An outstanding symbol can change the world outlook and recognition of an era, lead the trend in an era and change the destiny of a product or an enterprise.
In a recognition system, symbol represents an intent of specific significance. It can be a literal combination of image, a voice signal, an architectural shape or even an ideological culture or a trend. You may feel troublesome to memorize the names of people around you but you may find it easier to memorize their personal features. Therefore, it can be concluded that symbol is formed by human habits in recognition.
The basic purpose of advertising communication is to build a basic recognition in people. Then, what is the role of symbol in advertising communication?
Since ancient times, outstanding figures are those who focus on strategy. Advertising people are also focused on strategy and positioning and in their opinion, strategy and position mean a solution to every problem. Can this solve all problems? Of course not. There is no solution in the world to all problems just as there is no master key to all doors.
Then, what is the relation between symbol, strategy and positioning? The birth of a new product is just like the birth of a life. Sex is predefined. Positioning is to give the man or women a temporary or permanent social role. After role is identified, the next task is how to play the role. Everyone can think of using text, graphics and voice to solve this problem. All of them are symbols. Therefore, we think the problem to be solved by positioning is to identify whether it is right or wrong, and this is the result of scientific, logic thinking. On the other hand, what symbol solves is the problem of expression and communication after the birth of strategy and positioning. Strategy and positioning only account for a small portion in the scope of advertising while the birth of outstanding symbol can make products and enterprises outstanding.
Red flag is the symbol of an era and it represents a revolution and a spirit. March of the Volunteers is also a symbol expressing the sensation of the Chinese people and stimulating people to fight.
Symbol has the power to change the world, change an era, change enterprise and change everyone including you and me.
An outstanding symbol creates an outstanding brand. It not only influences human language and behavior, but also influences their conception and recognition. Now, we are in an era of symbols. Let’s greet the advent of the symbol era.
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