Research On The Mechanism Of Ritualized Advertising Communication Constructing Brand Meaning

Ritualized advertising communication is not only the delivery process of commodity information,but also the symbolic representation and meaning practice of constructing brand meanings.Entering a new era of reform and opening up and socialist construction,The principal contradiction is the contradiction between unbalanced and inadequate development and the people's ever-growing needs for a better life,revealing the social reality of the consumption ability of residents in our country and escalating consumption structure,which need us using a more scientific and effective advertising view to guide and educate consumption.In the face of " content marketing " and " scene marketing " concept in marketing environment,we study the issue of brand meaning construction in the view of ritualized advertising communication,which can widen the research angle of view of advertising,combined with many subjects such as sociology,cultural science,semiotics theory advantage,deeping insight into the cultural world of advertising discourse construction practice for consumers,and more systematically exploring the mechanism of ritualized advertising communication constructing brand meaning.This research is based on grounded theory paradigm,applying the qualitative research method of grounded theory to ritualized advertising communication constructing brand meaning,by means of encoding material text and with it analysis,Inducting and deducting research conclusion of ritualized advertising communication constructing brand meaning,and then generating the theory system from the empirical material.Firstly,this article collating and interpreting the communication ritual theory,ritual theory,meaning construction theory,defining the connotation and extension of Ritualized advertising communication,and introducing the related advertising and brand research,laying a theoretical foundation for the rest of the grounded theory research.Secondly,this article selects the car video advertising which has characteristics of highly ritualized as the research object,and explore the plum blossom network advertising data monitoring platform for sample collection and transcription,then using Nvivo10 qualitative analysis software to analyze the empirical material,by the way of open coding,axial coding and selective coding,refining the concept and connotation of ritualized advertising communication,summarizing the construction path of ritualized advertising communication,concluding the significance of brand in the process of advertising communication,to come up some hypothesis of the mechanism of ritualized advertising communication constructing brand meaning.Finally,in order to surpass the understanding of the surface and deep into the nature of things,the study is based on the basis of concept driven coding analysis in the first stage to encode interview text analysis,and deduct and attest the hypothesis of the theory which is putted forward in the last stage,to generate the relative theory of ritualized advertising communication constructing brand meaning.Study shows that ritualized Advertising communication is human dramatized social behavior,which is composed of the ritual environment,ritual group,ritual emotion and ritual behavior,shaping cultural practice,to enforce the brand construction and the social meaning of life,consumers can also attain emotional energy and assets of symbols by participating the ritualized advertising communication.The mechanism of ritualized advertising communication constructing brand meaning is consist of defining significance,confer of significance,accumulation of significance,meaning and significance drift,which reveals the basic principles of ritualized advertising communication constructing brand meaning: the ritualized advertising communication in itself is a symbol system,which can frame the social significance of brand construction;the ritualized advertising communication is a concentrated display of the consumer community culture,which can give specific social meaning to the brand through the three micro-mechanisms of infection,projection and derivation;ritualized advertising communication is a long-term symbolic representation and designation of practice,and the brand will become a symbol of social significance after accumulating a large number of social meanings;the symbolic representation of brand in ritualized advertising communication is not invariable,which is always in negotiation and change state with the change of marketing environment.