A Research About Cultural And Creative Brands In Taiwan

This study aims to further explore cultural and creative brands in Taiwan,especially their unique path of development.Additionally,based on the aesthetic form,the core meaning of branding aesthetics about the cultural and creative brands in Taiwan were discussed deeply and systematically.Compared to popular commercial brands,cultural and creative brands hold the uniqueness of the additional value of ideology.Thus,it is meaningful to conduct a further exploration about positive brand symbols and negative attributes behind the cultural and creative brands in Taiwan.Furthermore,the current study through figuring out development models and values of the brands in Taiwan,to discuss about the development of cultural and creative brands in mainland China.The approaches and methods of this thesis involve field research and case study,as well as in-depth interview.The first part will focus on the "authenticity" and "meaningfulness" of Taiwan's cultural and creative brands.Meanwhile,the second part will be turned to focus on the relationship between some core concept in cultural studies,three research questions were designed to exploration:(A)The interactive relationship between producers and consumers of cultural and creative brands.How does cultural and creative brands rationalize the core function of ideology?(B)How cultural and creative brands approach to develop audience awareness through aesthetic consciousness and other forms ?(C)Whether cultural and creative brands have constructed a unique advertising utopia based on its cultural attributes.Basically,we can certainly explore the cultural and creative consciousness that Taiwan's cultural and creative brands have cultivated with the support of their regional policies and the individual aesthetic consciousness.On the negative level,the in-depth study of the cultural and creative brands in Taiwan is set to showcase the multiple discourses of advertising.The "discourse structure" model inside the branding has constructed the identity of the audience to a certain extent,and also reveal and shape the ideological driving force of the brand on the other basis.To put it briefly,the ritual interactive relationship between producers and consumers of cultural and creative brands is further explored based on the in-depth inspection of Taiwan's cultural and creative brands,which allows consumers to be strongly affected their own ideology,resulting in consumption-stimulating behaviour.Cultural branding has formed and generated a sophisticated cultural field in itself,and the field is reflected as a unique brand utopia.With the process of cultural attributes and aesthetic forms,consumers in this field will lose their own resistance vitality.