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Memory and imagination together build a cultural identity for the brand connotation

Author: CaoShuZuo
Tutor: ChengShiAn
School: Fudan University
Course: Advertising
Keywords: Cultural identity ( culture identity ) Imagined community ( Imagined Communities ) Collective memory ( collective memory )
CLC: F273.2
Type: Master's thesis
Year: 2011
Downloads: 66
Quote: 0
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Abstract


This article aims to be a case of \is how to use commodity connotation , in order to achieve the purpose of marketing and communicating a vision . This article taken Stuart Hall 's cultural identity theory, a review of the literature to illustrate the process of imagination and memory shaped the cultural identity , and memory and imagination theoretical range convergence defined in Benedict Anderson , Imagined Communities \Maurice Halbwachs , \recognition. The cases selected in this article is Taiwan's palm raw grain grain firm ( Green In Hand ) , a rice as the main products , the traditional agricultural products packaging for cultural boutique to sell the company . Product features palm Health grain brand image, marketing practices , product demand , as well as packaging, copywriting, stories , to expose hidden in the commodity cultural identity elements , analytical palm raw grain how to use the memory via the groups with imagine the construction of cultural identity to carry out marketing activities , as well as to interpret the palm raw grain attempt to deliver goods to the consumer sales philosophy .

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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