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任何文本的意义都是在接受者心中形成的,他是一切过程的完成者。品牌作为一个意动性文本,接受者更是至关重要。一个完整的文本过程,涉及作者、读者和文本三个要素,因此,一个文本的读者也就包含了三个:作者层面的读者(构想读者),读者层面的读者(实际读者)和文本层面的读者(隐含读者)。品牌的接受者也是如此,构想消费者是品牌作者层面的目标读者,实际形成的消费者是读者层面的实际读者,而从品牌文本中归纳出来的推论消费者就是品牌的推论读者。这三个读者相互影响,实现消费者的形象建构。
The meaning of any text is formed in the mind of the recipient, he is the completion of all processes. Brand as a motivational text, the recipient is even more crucial. A complete textual process involves three elements, namely, the author, the reader and the text. Therefore, a reader of a text includes three readership: the writer at the author level (audience), the reader at the reader level (actual audience), and the text level Reader (implied reader). The same is true for brand recipients, who conceived that consumers are the target readers at the brand author level, that actual consumers are readers at the reader level, and that the inference consumers categorized as brand texts are the brand inference readers. These three readers influence each other and realize the image construction of consumers.