دلالت متن دیداری لوگو از دیدگاه نشانه‌شناسی بارت - ون‌لیوون بررسی موردی: خودروهای لوکس

نویسندگان
افسانه ارجمندیان 1
زهرا ابوالحسنی چیمه 2
1 دانشجوی دکتری زبان‌شناسی همگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 دانشیار سازمان مطالعه و تدوین کتب علوم انسانی دانشگاهها، تهران، ایران
چکیده
در این مقاله تلاش شده است تا دریابیم در دلالت آرم تجاری کالا برای مخاطب، کدام­یک از ویژگی­های آرم­ تجاری، یعنی خاستگاه (ویژگی­های اصیل) یا تجربۀ مخاطب آن آرم مؤثرتر عمل می­کند. هدف پژوهش حاضر، بررسی نشانه­شناختی 14 آرم ­تجاریِ برتر کالای لوکس خودرو از طریق تحلیل داده­ها و پرسش­نامه است که با تمرکز بر دو اصطلاح خاستگاه آرم­ تجاری کالای لوکس و تجربۀ مخاطب آن و بر اساس شاخص­های تعریف­شده برای هر یک، در چارچوب نشانه­شناسی دیداری بارت و نشانه ­شناسی اجتماعی ون­لیوون، به اصول نشانه­ای حاکم بر آرم­های تجاری مذکور دست می­یابیم. یافته­های به­دست آمده نشان می­دهد، آنچه در جلب توجه مشتریان خودروی لوکس در ایران اهمیت دارد تجربۀ مخاطب از آرم ­تجاری است که به­طور ملموسی از نقش خاستگاه و هویت آرم­ تجاری پیشی گرفته است. بر این اساس، تفاوت معانی درک­­ شده از هر آرم­ تجاری از سوی مخاطبان، نشان از یکسان نبودن و فرهنگ­مبنا بودن معانی دریافتی از هر آرم­ دارد، به­طوری که افراد بر اساس تجربۀ فردی و بینش اجتماعی ـ فرهنگیِ خود معانی ضمنی متفاوتی از یک آرم­ تجاری یکسان درک می­کنند؛ به این معنا که معانی دریافتی از آرم­های تجاری، جهانی و فارغ از فرهنگ مخاطب نیست. این موضوع در اقبال کالاها اثرگذار بوده است و ممکن است نتایج متفاوتی را در تجارت رقم بزند.
کلیدواژه‌ها
واژه‌های کلیدی: آرم ‌تجاری کالای لوکس
نشانه‌شناسی اجتماعی‌ ـ فرهنگی
خاستگاه و تجربه
موضوعات

عنوان مقاله English

Signification of the Visual Text of Brand Logo Within the Framework of Barthes's and Van Leeuwen's Semiotics:The Case Study of Luxury Automobiles

نویسندگان English

Afsaneh Arjmandian 1
Zahra Abolhassani Chimeh 2
1 Ph.D. Student, Linguistics, Science and Research Unit, Islamic Azad University, Tehran, Iran
2 Associate Professor of the Study and Compilation of Humanities Books of Universities, Tehran, Iran
چکیده English

In this Paper, the authors aim at understanding either the inmportance of the origin (the original features) of the brand logo or its audience's experience acts to be more effective. The purpose of the present study is the semiotic review of the 14 best-brand logos of automobile luxury goods through analysis of data and questionnaire which the authors can reach the rules governing on the brand logo with a focus on the two terms of the origin of the luxury brand's logo and its audience experience, and based on the indicators defined for each, within the framework of Barthes's visual semiotics and Van Leeuwen's social semiotics. The findings reveal that what is important to attract the attention of the customers of luxury automobiles in Iran is the audience's experience of the logo, which has tangibly got a head of the role of the origins and the identity of the goods. Accordingly, the difference in the perceived meanings of every brand logo by the audience indicates that the meanings received from every logo are not uniform and it is based on culture, so that individuals, based on their individual experience and their socio-cultural insights, understand the different implied meanings from a similar logo; it means the meanings received from every logo are not universal and regardless of audiences culture. This affects the success of the goods and maybe leads to different results in business.






کلیدواژه‌ها English

Keywords: Brand Logo of luxury goods
Socio-Cultural Semiotics
Origin and Experience
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جستارهای زبانی
دوره 11، شماره 3 - شماره پیاپی 57
تابستان 1399
صفحه 195-222