Study On The Aesthetic Character Of The Publishing Brand

Publishing brand has two senses: excellent products,(books, periodicals, multi-media electronic publications,etc.) and the press which have these good products. Publishing brand is a symbol. It makes one press different from others. It is the invisible assets and one of the core advantages of the press.Now there are many articles studying on the publishing brand in the perspective of economic benefit and the operating on assets. However no one has discussed on it from the aesthetic angle of view. In this dissertation, I try to carry on elementary study on this kind of phenomenon in the field of publishing communication based on the aesthetics.It is on the foundation of aesthetic character that the publishing brand thrives in the market. This dissertation discusses the aesthetic character of book brand and press brand.This dissertation is established in the actualities of the publishing brands in the world. Firstly this paper expatiates the demand to debate on the aesthetic character of publishing brand. Secondly it discourses upon the beauty of publishing brand's connotation. It includes the significant beauty of the book design and press sign, the gorgeous and complicated beauty of the publications's content, the profound beauty of the publishing faith and tenets,and the dynamic and harmonious beauty of the publishing ecology. Thirdly, it makes a holistic analysis of the beauty of publishing brand's individuality and the types of Chinese publishing brand's individuality. Lastly, it discusses on the shaping of the publishing brand's aesthetic characteristics. It includes: to establish special publishing orientation, to accumulate rich culture, to form publishing style, and to mold publishing aesthetic axiology.Studying from the static theory to dynamic practice, I try hard to answer two questions in the study on the publishing brand's aesthetic character: What is the aesthetic character of publishing brand? How should we shape it?...