Research On Brand Communication Utility Based On Text And Visual Symbol Expression Mechanism:Semantic Analysis Of Durex Weibo Account

In Baudrillard's view of postmodern society,the imaginary symbol dominated by code creates a kind of “super-reality”,and the consumer society reveals the logic of producing and controlling social symbols.As a way or form of meaning function,a large number of consumer miracles in social media led to the utility of commodity symbolic value empowerment,and the ideographic practice of symbols needs to be carried out from the signifier level of different types of symbols.In this context,a study of the effect of textual and visual symbol expression mechanism on brand communication is of contemporary significance.Although many people have noticed the relationship between the two,they mainly focused on the visual display of brand symbols and the value production of consumer symbols without pointing out the utility of different symbol expression mechanisms for brand communication.But in social media,the mixing,deconstruction and re-encoding of symbols in the media platform are almost manifested in a grassroots de-constructivist spirit,and the application of symbols to brand communication changes accordingly.This requires both symbolic representation and brand communication.At the intersection of the two fields semantics and communication,this paper attempts to decode the visual symbols of the brand original content represented by Durex's official Weibo in the weak relational social media platform represented by Sina Weibo.Integrating the textual symbols and visual symbols by analyzing the semantic symbols as in the field of semantics.The paper analyzes the quantitative relationship between the transmission and interaction on the social media platform for different symbol packaging forms.This research proposes biased vocabulary configuration indicators that interact with different dimensions.In this way,I provide some advice for brands active on the social media platform.