The Analysis On The Brand Building And Aesthetic Factors Of DUZHE

The essay takes DUZHE, the typical representative of the popular periodical, as the sample for case study and analyzes the component factors, text content, aesthetic factors and brand building thoroughly by using the measures of combining the quantitative description and qualitative description, content analysis and text interpretation, etc, meanwhile, by integrating and assimilating the related research findings from the disciplines of communication theory, literary theory, semiotics, aesthetics, economics, etc.The essay is trying to observe and describe the development of Chinese periodical industry in the whole frame after reform and opening-up and reveal the evolvement and adaptation course on content-making and brand-building of the periodical industry in our country in the phase of the transformation of society by cutting in from the content of periodicals. To describe and explain the economical and cultural phenomena in periodical industry in our country, the reform and opening-up, market economy and globalization should be not only the general background for our periodicals to survive at present but also the one for periodicals study. The background makes the mode of Chinese periodicals totally different from the one in the condition of planning economy. Specifically speaking, the mode is the medium content making and brand building aiming at satisfying the acceptors' demands. The essay goes on the dissertation all the time around the two aspects. In the course of research, the essay always combines the macro-introduction of background and the micro-analysis of case study, the descriptive statement and prescriptive statement, multi-disciplinary theories and the objective reality so as to deepen the research step by step. In the sufficient economic society, esthetics meets consumer's spiritual demands. It was used in the Periods of brand production, content manufacture, management development , and in the commercial operation plan, implementation, to enhancement periodical brand esthetic , increase commodity added value, at last, impetus periodical brand expense directly. Profited from accepted esthetics theory, the essay proposes interaction pattern of the periodical brand esthetic, to provide the way of the periodical brand analysis.Attracting the attention of acceptors is the basis of medium force. The essay proposes the three attentions to the periodicals from acceptors by aiming at the component factors of periodicals: first, the attention to the cover of periodicals, because the first touch to one periodical starts with the covers, the attraction of the cover and its uniqueness, recognizable quality and stability influence the retail achievements and brand image of the periodical; second, the attention to the columns, because the columns is the vane and indicator of the contents, the setting of the columns directly influence acceptors' choices and reading; third, the attention to the contents, which is the most important one among the "three attentions". Because only the contents can make readers stay for a long time and develop the expectation of reading so as to develop highly loyal readers. However, if good contents cannot be spread in a good way, they will be useless. Therefore, proper marketing and spread measures should be used to promote the issuance of periodicals so that the periodicals can produce social benefits and economical benefits.All chapters in the essay are developed around one problem chain. The development of the problem chain frames the essay. In the chapter of introduction, the reasons of studying DUZHE s' brand building and aesthetic anaysis are mainly explained, the major issues in the latter chapter are proposed and a brief clue of the whole essay has been developed. In terms of the research on the DUZHE s' medium content making, two questions are proposed. First, what does the content spread? Second, how are the contents spread? In terms of the research on the DUZHE s' brand building and maintenance, also two questions are proposed. First, how is the brand established? Second, what has been brought for the periodicals by brand building? All text is discussing this question .Generally speaking, the whole essay is on the way to finding out these questions. At the same time, the development of these questions always lies in the general frame of the development of Chinese periodical industry, so the essay, in other words, is trailing the evolvement of Chinese periodical industry.Chapter one summarizes the research concept,theory and research technique Section one generalizes the cognition to popular periodicals from the academic circle in recent years and sums up its factors. Section two expound the relation of brand and aesthetic of periodical, analyzes how aesthetic play roles in periodical brand building and the symbolism of periodical. Section three summarizes the general condition of periodicals study and major methods in our country recently, though quantification analyzes and explanation analysis; Section four makes a necessary explanation to the essay's research methods.Chapter two analyzes the medium ecological environment for the development of DUZHE. The development of any medium phenomena has its special background, which is the precondition and basis for the development of medium phenomena. The property of social periodicals, the general background of reform and opening-up and the medium making and management focusing on the acceptor are made up of the medium entironment of DUZHE. The chapter discusses the influence on DUZHE s' making and working from the three aspects. Section one introduces the originality and evolvement of the relationship between Gansu People Publishing Company and Readers magazine company. Section two introduces the social background for DUZHE s' development and gives a macro-description on the economical and cultural background in past 20 years. Section three describes and analyzes the edition and working mode of DUZHE aiming at the acceptors and points out that it is the important way to maintain and expand readers and promote the fame.Chapter three analyzes the cover of DUZHE. Among the proposed three attentions by the author, the first is the attention to the cover. The popular periodicals, especially DUZHE, value the attraction of the covers. The covers directly connect with its sale condition, content spread, style shaping and brand building. Visual communication is one of the directions and developing trends of communication. Section one introduces the concept, characters and the necessity of combining with the mass media. Section two discusses the role of covers in visual communication. Section three discusses the historical development and basic characters of Readers' covers. Section four takes China Youth and DUZHE as examples to analyze the evolvement of aesthetic themes of Chinese periodicals' covers after 1949 and interprets the aesthetic communication of DUZHE s' covers.Chapter four analyzes the columns of DUZHE. Column is the second attention for acceptors. As a "window" for readers to know the periodical, column plays a role of indicating reading direction, delivering text messages, showing edition guideline and presents the periodical's characters. The changes of the columns are the results of adapting edition guideline and acceptors' demands. The chapter makes a statistic on the columns in the past 24 years (1981-2004) from the beginning of DUZHEs' foundation and describes the basic condition of column planning and divides four phases of initial phase, exploring phase, growing phase and grown phase. According to the conclusion of columns development, the author thinks branding column possesses stability, uniqueness, long-lasting quality and deep influence, and the planning of periodical columns should always go on around the function and orientation and present the market and acceptors' demands and the subjectivity should be reduced in edition and push the column to the branding. Section one describes the basic condition of DUZHEs' columns. Section two analyzes the branding columns. Section three analyzes the interactive columns. Section four proposes some constructive suggestions and thoughts. Chapter five is related to the spread of DUZHEs' role and image. To edit the articles liked by acceptors, editors not only improve their own aesthetic culture but also deeply understand readers' aesthetic psychology and characters. The essay combs out, describes and analyzes several focusing roles of female, mother, father and village and illustrates the methods and the effects and explains these phenomena from the point of view of communication theory. Section one concludes Readers emphasizes family role and motherhood to spread female roles but not the living condition of females in public by quantitative analysis, which shows the traditional sexism hasn't been changed. Section two concludes the female roles are mostly presented by mothers. From the angle of prototype analysis, the role of mothers as the one who endows lives, protector, contributor and educator has overlapped highly the role of Nuwa. Meanwhile, the changes of social orders make individuals feel as if they are deserted, so they desire mother in mind. Therefore, the popular periodicals have become important carriers to express the desire. Section three concludes the authority in intergeneration relationship has flowed from father to son gradually after 1980s by analyzing the role of fathers; traditional rigidity and force have been reduced in the culture of fealty, the role of system and morality has also been decreased, instead, the individual and passionate factors of the sympathy, appreciation and relative feeling have played more and more important role in intergeneration relationship. The meeting spot between orient and west is the individual and passionate factors. But the differences are obvious: Chinese intergeneration relationship is still based on obedience but not the equality and independence. Section four concludes the role of villages is a kind of seeking traditional morality and pure love, and the role of villages stands for the deserted feeling in the times of society transformation.Chapter six discusses the brand building and maintenance. As a major popular periodical in China, DUZHE not only keeps good quality but also values its own brand building and maintenance. To understand Readers' efforts and effects on brand building, the chapter introduces the concept of integrated marketing communication, which emphasizes acceptors core and the necessity of integrating the messages and internal and external factors. Experiencing so many years' brand building, Readers accumulates a lot of experiences to integrate internal and external resources and tangible assets and invisible assets. DUZHE make efforts to meet the consumers' demands and distinguish its own characters to promote the value of its products so as to maximize the social benefits and economical benefits. Section one introduces the basic condition of integration marketing communication pf Chinese periodical industry and DUZHE. Section two explains the role of editor in chief in integration marketing communication and the role of DUZHEs' editor in chief. Section three explains the construction and maintenance of DUZHE s' issuing channel. Section four takes readers as an example to analyze the course and effect of integration marketing communication.