时尚幻象的建构：ZARA品牌店铺空间的叙事学分析

【作者】 李贺；

【导师】 张殿元；

【作者基本信息】 复旦大学 ， 广告学， 2012， 硕士

【摘要】 标榜从来不打广告的ZARA认为“门店就是最好的广告”,更是初进中国市场就收获了大批的时尚拥趸,名噪一时。店铺空间成为ZARA向消费者传达品牌时尚感的重要途径。络绎不绝的顾客和随处可见的购物手袋见证了ZARA的时尚塑像功力。多维度的体验,立体的想象空间,品牌的时尚感如何在一方店铺中施展?消费者对品牌的时尚感知、想象以及消费的欲望又怎样在这一方空间内交织缠绵?叙事学理论恰恰提供了相关的洞见。“叙事”同“建构”意旨相同,一切有意识地对某物、形象或观念的建构都可以在叙事学的框架下获得对内部结构的洞察。叙事解析,旨在以叙事学的建构视角对文本的结构要素进行解构,并结合社会文化语境和读者的接受过程,对文本中意义表达进行解读甚至批判。由此,ZARA店铺里令人趋之若鹜的时尚幻象就不再只是迷雾中的花儿,也不是个案性的天时地利人和,本文意图在ZARA店铺的空间布设中解读出品牌为促成时尚感知和消费想象所遵循的叙事逻辑,揭示出店铺空间与时尚幻象间的建构关系。在对叙事手法拆解和语境还原中,以ZARA之表去洞察类象之里，开凿一条对品牌店铺空间进行叙事解构的路径。解构常常会带来司空见惯外的恍然大悟,以至豁然开朗后的捶胸顿足,如果说非要有个立题之意义,不若于叙事解构的视角能为浮华燥热的世相添上些冷眼旁观吧。更多还原

【Abstract】 Brand’s store is a significant space where the brand communicates with its customers in direct. In the store, brand transfers his image and idea to its customers, and the customers get perception of brand. ZARA, as a fast fashion brand, said that store is the best advertising. Its store has surely constructed a successful fashion image, and the brand has harvested a large number of fans. How did customers’ perception of a fashion image be constructed by ZARA? How did the store provide fashion sense and desire to consume?In narrative theory, we will have relevant insight into such phenomenon. A narrative is a constructive format (as a work of speech, writing, song, film, television, video games, photography or theatre) that describes a sequence of non-fictional or fictional events. In this paper, according to narrative theory, a narrative method which construct brand image by shopping space using will be find.as the same time, some relevant meanings will be interperated.In the first chapter, a narrative framework will be excavated from theory carding, and brand store as a narrative text will be demonstrated.In the second chapter, a previous and potential influence that provided by context on customers" perception of fashion consume will be introduced.In the first chapter, as the most important part of this paper, some specific narrative method, such as "character","grammar ","space" and "angle" will be researched.In the end. as a conclusion, rational consumption will be presented.更多还原