The Research On Anti-brand Culture

The brand can be regarded as the core meaning of the modern enterprise,and advertising can be deemed to be a weapon which is used to promote thesignificance to the world. The brand has become the supreme truth, at the sametime a parallel development of a marginal phenomenon is also quite worthnoting: environmental protection, labor and human rights movementorganizations began to disclose the poison under the brand glossy appearance.From ad-blocking tools to all types of civilian media,"anti-brand" has become acultural boom. This paper analyses such a phenomenon mainly from thefollowing four aspects:The first part: anti-brand as a social movement.This part mainly describes the rise of the "anti-brand movement", thatbrands such as Nike, for example, a strong declaration that a brand brings in thereality and significance, with huge contradiction between the products trying toconvey something, and the production process of these products, and a directresult is the enthusiasm of the opposition of the big brands soaring. In order toreveal the truth behind "trademark light ", to point out the secret why the superbrand has been able to absorb the huge profits, that is to define these twoworlds "manufacturer "and" consumers" as clearly as possible. This alsocontributes to the anti-brand movement by using the "Culture Jam" skills toanti-brand, that is hijacking billboards advertising and ironic imitation, which completely changed its original bearing.The second part: anti-brand as advertising strategy.Most super brands understand that the advertising imagery which earnedhuge sales may create some unexpected wave of culture. The effects of"Culture Jam" is to "store" reactionary emotion that brand bring and re-focus.However, it is difficult to say how advertisers worried about "anti-blocking", theyget their own methods of coping and cracking, such as "pre-anti-blocking" and"fusion of conflicting factors". Marketers always could absorb things can be asymbol and sign from the resistance movement. Advertisers began to chase andre-trafficking edge culture. They have learned to create a way fromdeconstructing advertising, to sell merchandise from ridiculing commodity.Culturally, this kind of "counter-discourse" does not establish any real distance,but "is that" consumer society.The third part: anti-brand as positioning thought.From the marketing level, the "anti-brand" may also be regarded as a veryeffective method of positioning. There is a significant feature of human thinking,this is the "duality". Regardless of how to exaggerate the benefits of productsand services in the ad, consumers will naturally think of its opposite, which alsoinspired sellers from the point of anti-mainstream to position. An Anti-brandembodies the dialectical creative thinking as "the law negative" that is in thebinary oppositions such as the positive and negative, good and bad, male andfemale, beauty and ugliness to find a possibility of changing, and through thisdigging more positioning space. Rule as "rebel", advertising, like other culturalphenomenon, only when it successfully broke into the public domain in someway, can be consumed, which determines if the advertising needs attention, itmust resist accustomed things. The forth part: cultural nature of the anti-brand.This part mainly from the formation process of the brand culture analysesthe homogenization and differentiation of the brand, and reveals that as thebrand importance highlight, the production process is derogatory. The form ofanti-brand and anti-advertising brings to the introduction of a new "consumeraesthetics". The aim is no longer to construct an idealized vision of the perfectconsumer; on the contrary, it regards itself as an "antidote" of the obviousabsurdity affluent society. Therefore, this is a great invention of brand strategyand creative revolution, and its principle is Bernbach’s "the difference": This is amagic formula, pursuant to which the life of consumerism can be extendedindefinitely, and its own dissatisfaction lasts forever, and transformed that intothe power of the creative elements and consuming.Through the discussion of the above four parts, the paper pointed out that inthe last section, the consumer society’s ability to absorb the avant-garde revoltor anti-brand movement, reflected a culture fable of the "Pan Advertising Age".The deconstruction and rebel of consumer ideology is both anti-brand cultureaesthetic forte and its best emotional tone.