A Study Of The Brand Totem From The Perspective Of Consumer Society

Hominids in the process of building the social relations between the tribes, clans, population, usually use symbol instead of a kind as to refer to a sense of visual elements. Along with this abstract graphical description of the behavior of real-world paradigm gradually penetrated the society and culture of the original human hominids them the fear of the unknown forces of nature, the desire of the soul of faith in the hands of a certain abstract graph, so that has a unique cultural attributes and social status, and generate a totem has a special symbolic significance of graphical symbols. In the process of being, with a series of visual symbols of the totem property, containing both the symbolic significance of the prototype features and conventional and signified. The meaning of its existence in a primitive society is constantly reinforced by the original human survival, reproduction needs, and shrouded in a layer above the top of the social relations of cultural aura, have had a very primitive society among different races and cultural segmentation a profound impact. Their cultural property gradually evolved as a primitive ideology, constitutes the basis of the original cultural system, rooted in the prototype of modern culture.Since the1960s, dragged the heavy pace of the industrial society to decline and end of social life gradually abundance of material, the overwhelming symbolic images, as well as the rapid development of IT filled. This new historical stage of development is different from the modern society, coupled with the title "after". Postmodern society through science, education, culture, capitalist production a series of changes in many fields, the production of relative surplus makes the material foundation is particularly abundant, the status of consumption is prominent, the core of the entire social life, theorists said as the "consumer society". The prevalence of visual culture and decency boundaries disappear as two important characteristics of the consumer society has become a powerful driving force of social production and living with the target value and production re-defined, but also has cultural meaning. In other words, symbols, values, spiritual identity and image of the value of replacing the value of the goods flooding the entire consumer society.The brand has become such a special symbol was widely known and consumer, as the spokesperson of the commodity symbol in the consumption activities is becoming more of a "totem" of the form. Special corporate culture, values, injected into the symbol, so to get rid of restrictions similar to the "language", with a particular signifier and signified, given a certain symbolic significance, in order to not repeat, it is difficult to imitate the characteristics of and community acceptance and approval, after repeated propagation, generation and conversion of multiple significance, and ultimately the formation of the "totem" brand also has commercial value and cultural meaning in consumer society. Brand in the "totem" process, consumers have strong spiritual needs and the impulse to buy in order to achieve the brand value.