基于符号学的产品同质化现象的考察

在全球化浪潮的蔓延中,同质化现象出现于社会生产活动的各个角落。本文在分析了产品同质化现象产生的大背景后,从消费文化的角度阐述了物的丰盛、人的需求与产品同质化间的关系,从符号学的角度揭示了符号、产品与设计之间的关系。从而说明摆脱产品同质化的关键在于对符号的操作、解读。基于对社会的、文化的、个人情感等方面的考察,提出运用产品内涵性语意这一有效工具来解决产品同质化现象的观点。

Study on Problem of Product's Homogenization Based on the Principle of Semiotics

With the progress and spreading of globalization, the tendency towards homogenization is found in everywhere of the social production activities. With analyzing the whole background of product's homogenization, this paper expounds the relationship between substance's abundance, people's demand and product's homogenization from the angle of the consumer culture and shows the relationship between symbol, product and design in semiotics terms. The anti-homogenization is to operate the symbol and unscramble it. Concerning social, culture and personal feelings, this paper offers an opinion that people can apply product's connotation to solve the problem of the product's homogenization.