An Analysis of the Influence of Traditional Auspicious Patterns on Modern Totem Design in Brand Culture Construction from the Perspective of Function

DOI

10.2991/icelaic-14.2014.161How to use a DOI?

Keywords

Traditional Auspicious Patterns, Brand Culture, Modern "Totem", Affinity

Abstract

Living in the modern Chinese society of commodity economy, people pursue especially the consumption of “image”. The modern advertisements create consumption, the image as well as create a variety of innovative "totems"---enterprises and brand images. Brand culture is also the soul of enterprise and brand image. For commercial interests, the modern society needs to create a “totem worship” so as to use the power it brings to attract the consumers and establish a psychological effect concerning the “totem”myths. In this paper,  the author, by analyzing the auspicious concept and culture connotation hidden in the traditional auspicious motifs on the Peking Opera costumes, explored the consumption psychology of modern society and roughly discussed the demands of consumer psychology, the brand image and cultural values, all from the perspective of the spiritual and cultural level as well as the relationship between brand image and cultural value. As a result, he summed up the core culture of modern “totem” myth---the ”affinity”, leading us to appreciate the charm of the modern “totem”. This paper is written in the hope of setting a good example for design educators to conduct some more in-depth researches.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jiefang Yu
PY  - 2014/05
DA  - 2014/05
TI  - An Analysis of the Influence of Traditional Auspicious Patterns on Modern Totem Design in Brand Culture Construction from the Perspective of Function
BT  - Proceedings of the International Conference on Education, Language, Art and Intercultural Communication
PB  - Atlantis Press
SP  - 639
EP  - 643
SN  - 2352-5398
UR  - https://doi.org/10.2991/icelaic-14.2014.161
DO  - 10.2991/icelaic-14.2014.161
ID  - Yu2014/05
ER  -